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The pictures we use are
expressive, show real
emotions and are cropped
for maximum effect.
pictures
The attributes
enjoying, optimistic, natural, clear,
simple, real people in real situations.
p23/38
last revised: July 2010
section 3 examples section 2 our visual identity section 1 about us
p24/38
last revised: July 2010
lingo
tone of voice
Don’t over complicate.
Tell it like it is.
Be direct and get to the point.
Always look for the simplest
way to say what you want.
We believe that a message is better read when it’s
simple to understand.
Be direct and talk the language of your customer.
They will appreciate your honesty and simplicity.
Do not be afraid to use colloquialisms – or should
we say... Do not be afraid to use plain and simple
phrases?
We’re never sexist, after all, easyGroup is for the
many, not the few but we’re often cheeky and always
try to raise a smile.
For example, easyJet cabin crew have said,
“If you have enjoyed your flight today, thank you for
choosing easyJet. If you haven’t thank you for flying
Ryanair!” and
“It is a routine regulation that we dim the cabin lights
for landing, it also enhances the beauty of our senior
cabin crew!”
section 3 examples section 2 our visual identity section 1 about us
examples
of how we
have been
using the
brand
section 3 examples section 2 our visual identity section 1 about us
p25/38
last revised: July 2010
26 web
27 advertising
28 group communication
30 PR
31 PR case studies
32 consumer communication
33 how to use Stelios
p26/38
last revised: July 2010
web
Every easy branded business is online.
And most receive their sales activity
through this channel.
The design of the web pages
are critical.
The layout has to deliver information
in a clear, consistent and concise way.
The structure has to encourage
purchase. For example...
section 3 examples section 2 our visual identity section 1 about us
p27/38
last revised: July 2010
advertising
To present the easy.com portal to
the consumer the communication
must lead with a motivating
consumer benefit.
The benefit should focus on the
experiences that the easy branded
businesses can bring.
This is done through descriptive
headlines and photography of the
businesses in action.
fly to Rome, eat pizza, catch a movie,
go on a cruise, listen to music, surf the net,
whatever you want to do – do it for less!
go to easy.com and enjoy the whole easyGroup experience!
section 3 examples section 2 our visual identity section 1 about us
p28/38
last revised: July 2010
group
communication
The attributes
Use at least 12 rectangular images
if more space is available, give
larger businesses more prominence
and always use current, approved
images from business websites.
different format examples
the portal for all easyGroup businesses
section 3 examples section 2 our visual identity section 1 about us
p29/38
last revised: July 2010
group
communication
When used in two colour artwork,
the pictures are replaced with the
logotypes.
easy.com becomes the hero and the orange
background bonds the businesses together.
easyWatch.com
easyVan.com
easyOffice.co.uk
easyHolidays.co.uk
easyAir-tours.com
easyFlights.co.uk
the portal for all easyGroup businesses
different format examples
the portal for all easyGroup businesses
easyJet.com
easyInternetcafe.com
easyCar.com
easyValue.com
easyMoney.com
easyCinema.com
easyBus.co.uk
easyHotel.com
easy4men.com
easyJobs.com
easyPizza.com
easyMusic.com
easyCruise.com
easyMobile.com
easyWatch.com
easyVan.com
easyOffice.co.uk
easyHolidays.co.uk
easyAir-tours.com
easyFlights.co.uk
the portal for all
easyGroup businesses
section 3 examples section 2 our visual identity section 1 about us
easyJet.com
easyInternetcafe.com
easyCar.com
easyValue.com
easyMoney.com
easyCinema.com
easyBus.co.uk
easyHotel.com
easy4men.com
easyJobs.com
easyPizza.com
easyMusic.com
easyCruise.com
easyMobile.com
easyWatch.com
easyVan.com
easyOffice.co.uk
easyHolidays.co.uk
easyAir-tours.com
easyFlights.co.uk
　
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