Fetch Airlines Brand Identity Design

1. Project Overview
As an emerging and progressive airline, Fetch Airlines requires a visual identity that reflects its forward-thinking
approach from day one. This Scope of Work (“SOW”) defines the design deliverables, applications,
documentation, and file formats required to develop a complete visual identity for Fetch Airlines, from initial logo
concepts through to a final, production-ready brand asset library and style guide.

2. Primary Logo Design
• Develop multiple initial logo concepts reflecting the Fetch Airlines brand personality — emerging and
progressive.
• Present concepts to the client for review and feedback.
• Refine the selected concept through up to three revision rounds.

3. Logo Variations
A complete suite of logo versions will be produced from the final approved primary logo, including:
• Full-colour logo
• Single-colour logo
• Black version
• White (negative/reversed) version, for use on dark or coloured backgrounds
• Greyscale version
• Horizontal layout
• Vertical / stacked layout
• Icon / mark only
• Wordmark only
• Simplified version optimised for small-format use
• Transparent background versions

4. Application Mock-ups
High-quality mock-ups will be prepared to demonstrate how the brand identity, including negative/reversed
logos, will appear across key applications:
Aviation
• Aircraft tail fin
Stationery & Corporate
• Business cards
• Corporate letterhead
• Presentation template
Digital
• Website header
• App icon
• Social media profile images
Marketing & Guest-Facing
• Marketing brochures
• Promotional pamphlets
• Menus
• Takeaway packaging
Merchandise & Environment
• Merchandise (e.g., hats, polo shirts, luggage tags)
• Signage

5. Brand Style Guide
A concise brand guideline document will be produced, covering:
• Logo usage
• Incorrect logo usage
• Colour specifications (CMYK, RGB, HEX, and Pantone where applicable)
• Typography hierarchy
• Background usage
• Negative logo usage
• Visual identity recommendations
Company Colours
The Fetch Airlines colour palette:
Light Grey
HEX: #DDE0E1
Primary – Navy
HEX: #0B2D54
Note: CMYK and Pantone equivalents to be confirmed and included in the final brand style guide.
Accent – Coral
HEX: #FF7F50

6. File Formats & Deliverables
Final artwork will be supplied in both editable and production-ready formats, including:
• Adobe Illustrator (.AI)
• EPS
• SVG
• PDF
• PNG (transparent background)
• JPG
• High-resolution print files
• Web-optimised assets

7. Ownership
Upon final payment, all intellectual property rights and ownership of the final approved artwork, source files, and
associated branding assets will transfer exclusively to Fetch Airlines. The designer warrants that all work is
original and does not infringe upon the intellectual property rights of any third party.