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The brand licence between easyJet plc
and easyGroup IP Licensing entered just
before the IPO on 5th November 2000 is the
blueprint of all other easy brand licences.
clause 7.11.5 of the easyJet brand licence states:
“the Licensor shall require any business which uses the easy brand to enter into
a licence on terms no less onerous than this Brand Licence.”
p9/38
last revised: July 2010
section 3 examples section 2 our visual identity section 1 about us
p10/38
last revised: July 2010
what is the
easy.com
global portal?
The global internet portal where
consumers can find out about the
full official range of easyGroup
products and services including
the latest news on all the easy
businesses and Stelios himself.
section 3 examples section 2 our visual identity section 1 about us
Our mission is to manage and extend Europe’s leading value brand to more
products and services, whilst creating real wealth for all stakeholders.
the easyGroup mission statement
p11/38
last revised: July 2010
section 3 examples section 2 our visual identity section 1 about us
p12/38
last revised: July 2010
We will build on our brand values: (1) great value, (2) taking on the big boys,
(3) for the many not the few, (4) relentless innovation, (5) keep it simple,
(6) entrepreneurial, (7) making a difference in people’s lives and
(8) honest, open, caring and fun.
We will protect our brand from internal and external threats and manage
appropriately the business and other risks inherent in venturing. We will develop our
people and ensure their reward is aligned to realised shareholder returns.
the easyGroup strategy
section 3 examples section 2 our visual identity section 1 about us
easyGroup will develop Europe’s leading value brand into a global force.
We will paint the world orange!
the easyGroup vision
p13/38
last revised: July 2010
section 3 examples section 2 our visual identity section 1 about us
p14/38
last revised: July 2010
more value for less!
the easyGroup strapline
section 3 examples section 2 our visual identity section 1 about us
3. for the
many,
not the few
1. great
value
2. taking
on the
big boys
4. relentless
innovation
the 8 easyGroup brand values
p15/38
last revised: July 2010
8. honest,
open, caring
& fun
6.
entrepreneurial
7. making
a difference
in people’s
lives
5. keep it
simple
section 3 examples section 2 our visual identity section 1 about us
section 3 examples section 2 our visual identity section 1 about us
our visual identity
p16/38
last revised: July 2010
17 naming
18 the portal logo
19 business logos
20 do’s & don’ts
21 colours
22 typefaces
23 pictures
24 lingo
naming
easyGroup
easyCar
easyJet
Our visual identity, known as the ‘Getup’, is an
essential part of the easyJet Brand Licence
and is cast in stone!
It is defined as:
“(a) white lettering on an orange background
(Pantone® 021c on glossy print materials; on
other surfaces the nearest practicable equivalent)
and
(b) in Cooper Black font (not bold, italics, outline
nor underlined) the word “easy” in lower case
followed (without space) by another word, only the
initial letter of which is capitalised”
The easy name is a powerful asset.
To maintain brand strength, correct and consistent
use is vital.
The easyGroup logo is used when representing
Stelios’ company and the licensor of the easy
brand in corporate communications.
p17/38
last revised: July 2010
Group logo in correct Cooper Black font
‘easy’ branded business logo in correct Cooper Black font
capitalise first letter following ‘easy’
section 3 examples section 2 our visual identity section 1 about us
the portal logo
The portal logo is at the heart of all group
communication aimed at the consumer. Designed
in the shape of a button this logo is the consumerfacing
brand which represents all of the online
easy businesses.
When using the .com suffix it always appears
in the Futura typeface. This is included on the
website of all easy businesses. It is mandated by
the Brand Licence. It helps consumers: it shows
this is an authentic legitimate easy business and it
helps them find the website using search engines.
As a brand standard, all easyGroup brand
　
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