Brand Style Gyide
Mar 26, 2016
Brand Style Gyide
sweating for health, a 2,000 year old tradition
Contents
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Let’s go shvitzing
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The Shvitz
Degrees of Adventure
Saunair
Elements
Let's Go Shvitzing
The Brand
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The Shvitz Sweating in Russia Shvitz on a Plane Mission
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Sweating in russiaThroughout the ages, european societies have flocked
to saunas for relaxation, community, cleanliness, and
wellness. Though the practice of sweating for health
can be found in many cultures, one origin of the
tradition can be traced to Russia - the birth place
of the Banya. The word refers to a particular type
of sauna that functions based on wet steam, which
causes a person to expel the impurities in his or her
system. Particularly in Russia, the banya is a cen-
trifugal part of the community - evoking camaraderie
within a pleasant contrast from the harsh winters
outside. Friends meet in banyas to escape, relax,
gossip, and play cards. The banya replenishes the
senses, cleanses the body, leaves a person
feeling revitalized.
The banya took on a key role in America at the
turn of the century, as many Jewish immigrants from
Russia and the Ukraine settled in cities on the East
Coast. The act of sweat bathing took on the yiddish
word "shvitz", meaning literally "to sweat". Soon, the
trend of shvitzing became prominent in large cities
along the Eastern seaboard, and other areas where
there was a strong Eastern European influence.
Today, the banya is enjoyed and cherished by many
cultures alike, and is exalted as an escape. Today,
the shvitz has become a luxury as it remains a bea-
con of invigoration for many amid life's increasing
daily challenges. For the first time ever, you can now
enjoy this wonderful experience as you embark on
global adventures.
RUSSIAN BANYA
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Shvitz on a planeImagine soaring above the clouds completely revi-
talized - alone or with companions chatting and
laughing - within the heat and comfort of a banya
in the sky. Shvitzing is a great experience - not
only because it feels wonderful, but also it is a key
component in aiding good health. Relaxing in high
temperatures stimulates sweating which removes
unwanted impurities from the blood and improves
the function of kidneys. Perspiration also discharges
excess water and sodium from the body as it opens
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the skin pores making them feel clean and renewed.
The sweating process helps to cleanse the muscles
of excess lactic acid as it dilates the blood ves-
sels and increases muscular oxygen flow. This can
reduce swelling, and aid in the repair of injuries.
In addition, steam bathing aides in a more efficient
protien circulation and the digestion of protiens,
fats, carbohydrates, and mineral elements. In short it
feels great because it is good for you!
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As the first airline to bring the shvitz to the
skies, our mission at Saunair is to revitalize the
aviation industry by offering our passengers
unconventional luxury, rejuvenation, adventure,
and camaraderie.
Degrees of Adventure
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A Shvitz is good forbusiness
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Jet stream of SteamThe Brand Mark Color Type
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Jet stream of Steam
the BrandWe are a group of aviators, global thinkers, and
people pleasers who understand the needs of the
modern traveler, and strive to offer a completely
unique adventure - of culture, luxury, and camara-
derie. We pride ourselves on our unrivaled attentive-
ness, as well as the rich and invigorating experience
we provide our passengers. We embrace our rich
Eastern European heritage, yet forage to innovate
into new horizons of aviation service.
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markThe Saunair mark represents the cultue and values
of our company. The image created is both a throw-
back to the Banyas of Russia, and a link to the rest
of Saunair's branding system. The angle at which the
mark is positioned may not be altered, which the
exception of when it appears on a plane, in which
case the aircraft does the tilting for it.
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The Saunair mark may also be used in either of the
two company colors as shown below.
1.65 inch
0.85 inch
Minimum size of the mark is 1.65x0.85 inches. At
any size, the dots that make up the mark should
always remain visible.
Mark color
minimum size
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Saunair Blue
Pantone Proc. Blue M
Saunair Red
Pantone Warm Red M
color
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Display & headline -
Body copy - Acid Regular
Avril regular
A b c d e f g h i j k l m n o p q r s t u v w y x z
0 1 2 3 4 5 6 7 8 9
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Yy Xx Zz
0 1 2 3 4 5 6 7 8 9
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Elements Khokhloma Banya Connoisseurs
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Unconventional LuxuryElements
The graphic and photographic elements that bring
Saunair to life take their origin from the ornate
Khokloma style, the defining tiles of a Banya, and
the comradery that is a Shvitz.
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KhokhlomaThe ornate Khokloma style is a benchmark to
traditional Russian culture, with its elaborate floral
imagery, illustrious gold paint and deeply saturated
colors. It dates back to the 17th century in the
Koverninsky District of the Nizhny Novgorod Oblast.
It was given its name after a trade settlement in that
same area where crafts people had been known
for making handicrafts to sell between the 18th
and early 20th centuries. The style developed from
a group of refugees who fled to local woods, and
created crafts that were the beginning of the style.
Khokloma has been applied to table ware, toys,
musical instruments, and clothing - to name only a
few of its applications. It now serves as a key visual
component to the Saunair brand, as it is synonymous
with Russian culture. Today, almost every Russian
home will have at least one piece of of this historic
and intriguing folk art.
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secondary elementsThese elements will accompany the logo as an
inherent visual additive to the brand.
[ 1 ]
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[2 ]
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[3 ]
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Inside a Banya - Wood and TileTile and wood have always been iconic to the inte-
rior of a banya - as they characterize its two key
areas. The experience of a shvitz is about more than
simple relaxation and sweat, it is a place to unwind
and socialize as well. In a typical Russian banya,
the two different areas where people gather are
the banya itself, and the halls. The banya is where
the heat and shvitzing takes place, however in the
more temperate halls and dressing rooms there are
loud games of cards, with friendly exchanges over
drinks. The Banya is typically characterized by its
wood interior, while the halls are usually known for
their ornate tile work. At Saunair, we have perfected
this atmosphere in our interior- while maintain-
ing its timeless authenticity. Our interiors continue
the legacy with rich wood in our banyas and and
ornate tile patterns in our halls. All of our tile work
has been adopted from Russian Khokhloma patterns
and traditions that have been iconic to the banya
throughout time.
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Everyone ShvitzingAt the very heart of Saunair are, of course, the
shvitz goers. Shvitzing is a lifestyle for them. The
sprit of the Shvitz is best portrayed through these
very people. Shvitzing for bussiness or pleasure, the
comradery is always present. And so, we present to
you, the shvitz connoisseurs.
[ 1 ]
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[3 ]
[3 ]
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ShvitzingOnboardLiftoff Saunair playing cards
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Liftoff28
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saunair playing cardsPlaying cards are more than simply a nice way to
elevate comeradarie, but an entertaining component
to the heritage of the Banya experience. In the halls
of many banyas, it is very common to witness
a group of people playing cards, sharing drinks,
herring, tea, and conversation after a nice long
shvitz. Bets are made, voices are loud, and the
atmosphere is jovial. At Saunair, each of our
passengers will receive a complimentary pack of our
signature playing cards - complete with ornate
patterns and whimsical imagery. These cards will
only add to the spirit of togetherness on the flight as
well as the adventure beyond.
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