Updated June 30, 2014
This site articulates the essence of the flightSpeak brand: who we are, what we stand for, and how our brand should be used across print, web, and online media.
Our brand is a valuable asset. Leveraging our brand (the act of “branding”) together with our visual identity guidelines ensures consistent visual communications and brand associations, which help us deliver our desired message to our audience. Consistency allows us to build and accelerate brand recognition, which drives business value.
flightSpeak is the most rewarding, engaging way for travelers to rate and share their flight experiences; the most innovative way for airport retail businesses to attract consumers; and the most immediate, effective tool for travel stakeholders to view and utilize traveler sentiment analytics.
flightSpeak takes advantage of this tightly-related ecosystem by providing a channel for accelerated listening through structured feedback. We provide a simple & creative way for travelers to rate and share experiences across multiple airlines, discover advertiser offers, and run data analytics to provide stakeholders a unique view into their traveler experiences in near real-time.
We have 3 very different constituents at flightSpeak: travelers, marketers, and travel stakeholders. For simplicity, we reduce these to two groups: consumers (travelers) and business (marketers and travel stakeholders).
Internally, the following values form the DNA, the genetic code, of everything we do. They are a system of ethics, morals, and beliefs, which guide our every decision and action.
We strive to do big things. We work incredibly hard to pursue the WOW in what we do, in how we set our goals, the way we work, and the results we strive to achieve. We push the envelope, and exceed expectations in everything we do.
We have a bias toward integrity, execution, and place a premium on 'done' above perfect. We are results-oriented, ruthlessly driving towards our goals, overcoming obstacles and resistance with persistence and passion.
We have a common purpose and are assembled for a reason. We learn, grow, move, and win together. We are interdependent and make that a part of how we work in everything we do.
We believe in clear ownership and holding each other accountable for achieving our mutually agreed upon goals. Each team member is an owner, and has the responsibility and independence to innovate and create their version of awesome in alignment with the team vision.
We work in balance - carefully planning our actions while acting with a sense of urgency that demands momentum and action.
Laughter is core. Gratitude is a habit. Delighting in our efforts and celebrating our accomplishments enables us to enjoy the journey towards our goals. We make this a part of everything we do.
To the outside world, as we tell our story, these are three core principles that we adhere to.
The travel experience is a full-blown movie set with directors, producers, stagehands, food trucks, and everything else you can imagine. At the core of this production is the hero of the story and their journey to their destination. It’s the same at flightSpeak – we embrace the traveler as the center of the story and elevate their experience and priorities as second to none.
Every traveler has a story to tell and an experience to share. At flightSpeak, we want to empower travelers to share their experiences, and amplify those stories through creativity. At the heart of it all, it’s about experiences.
Stories are emotional. At flightSpeak, we want to capture it all – with a vividness that makes each story come alive. We start with the flight experience…and allow the storyteller to lead the way.
Our brand voice is what we say and how we say it, and is made up of our visual, written, and spoken communications. This voice should be consistent with our brand attributes, and should be adjusted to accommodate the various stakeholders we have as a company. As we share our story, our communications should be:
From the heart, no corporate-speak.
Common and relatable, with a conversational tone.
To the point.
We should work to avoid obfuscation, complication, and double-speak. The quicker we are to the point, the faster we can help travelers share their experiences.
These are the associations, either functional or emotional, that we want our audience assign to our brand.
As people travel, we work to champion their stories and amplify their voices. To consumers and prospects, we are:
As we work with businesses, we work as shadow marketing consultants to help marketers reach their customers. To businesses, we are:
We want air travelers to use flightSpeak to connect with each other and with relevant travel-related brands before, during, and after their flight. To do this, we must focus on providing practical solutions to common problems that arise in air travel.
We are targeting the 180M US travelers that identify themselves as frequent flyers. There are leisure travelers that will also benefit from our services. This target population uses technology to simplify their lives, and protect their time as a valuable resource. They have disposable income, and are deliberate and discerning shoppers when deciding on purchasing products and services. We serve consumers by providing an outlet for travel management and experience feedback, giving them the tools to identify and align with the airlines of their choice.
Let's face it. Air travel is annoying, if not downright painful. From the moment you begin searching for a ticket to buy, you encounter pain. Tickets are expensive. Schedules are limited and nonsensical. When it comes to getting to the airport, parking is expensive and cumbersome, so many opt for taxis or shuttles, which are expensive or slow or both. Checking in and getting through the airport involves long lines, surrendering your dignity, autonomy, and belongings. If you're checking baggage, you can expect to wait in a line, in addition to paying through the nose. Once you're at your gate, it's more waiting and jockeying for an available seat or electrical outlet. The food is expensive and sub-par. The bathrooms are dirty or crowded or half a mile away from everywhere. And that's all before you get on the plane.
Boarding involves more waiting and indignity, as you're herded like cattle into successively more claustrophobic spaces, often separated from your carry-ons at the last minute because your flight is overbooked. Once on the plane, you barely have enough room to stand, sit, or breathe without jabbing someone with your elbow -- or being jabbed.
The list of annoyances can go on endlessly, but they all have a common root: lack of control. In order to fly, passengers give up many of their basic human rights and freedoms: speech, movement, assembly, search and seizure, etc.
All this loss of control leads to the second pain point. When a passenger feels that their rights have been unnecessarily violated, they want to talk about it. Conversely, when a passenger has an uncommonly positive experience during their journey, they also want to talk about it. However, in the typical airport or airplane, there is rarely anyone to talk TO. There's always a physical barrier or a long line of passengers surrounding the customer service reps and TSA officials. When you think to complain about or praise some part of your experience, you're standing in the middle of a vast terminal, with not a single airport worker in sight. Or the workers you can see are custodians, busy helping other passengers or responding to some emergency.
It's often not clear who you should share your experience with. If you do talk to someone, will they actually be listening? Will they share your comment with the proper authorities? Will action ever be taken?
On top of all this, you're in a hurry because boarding has begun, and you're still a long walk from your gate. Or you're in a metal tube, 35,000 feet in the air, cut off from the world below.
This lack of feedback leads to a feeling of loneliness. No one is listening, and you're surrounded by hundreds of similarly disaffected and annoyed passengers. You don't want to rock the boat, for fear of looking like a security risk. But you want to reach out, to make a connection, to band together in a way that doesn't increase the already heightened annoyance of your fellow passengers.
You're sharing a very small space with other human beings, literally touching elbow-to-elbow for hours, breathing the same air, experiencing the same pain. And, when you arrive at your destination, you leave without ever making a connection with a single person. You leave without sharing your experience with the organizations to whom you entrusted your life and belongings.
We want to be the platform that air travel-related brands and organizations use to connect with their customers. To do this, we need to equip our business customers with quality data and business intelligence services to enable them to drive better customer experiences worldwide.
Our primary customers are US low-cost carrier airlines (LCCs) competing for market share and differentiating by the traveler experience. These LCC's are open to innovation and use technology to drive costs lower, and customer satisfaction higher. We help airlines deepen loyalty by capturing and amplifying consumer feedback in near real time.
Enterprises and airlines subscribe to access to the flightSpeak data set through proprietary products and services. Our enterprise apps provide real-time insight into data, trending, benchmarking against competitors, data analytics, reports, and predictive modeling.
Our secondary customers are advertising partners, such as airlines, airport vendors, transportation companies, and other relevant travel brands. These partners seek to improve their reach to and brand engagement with travelers. When a critical mass of passengers begin using flightSpeak when they fly, advertising partners will be motivated to feature their deals through our platform. These deals will further incentivize travelers to track, share, and discuss more about their experience in flightSpeak, further improving the return on partners' advertising investment.
The correct name of the company and brand is "flightSpeak".
In keeping with our brand voice guidelines, our name needs to convey authenticity, friendliness, and simplicity. Thus, what we do is simply and authentically in our name: we enable conversation about air travel. The camelCase capitalization denotes a lack of formality, giving our name a friendly vibe, with a lowercase "f" and uppercase "S".
A wordmark (or logotype) is the typographic treatment of the name of an entity. flightSpeak's wordmark is simply our name, flightSpeak, in Montserrat Bold. The tracking has been set with reduced space between the letters, and each gap between each pair of letters has been tuned (kerned) to balance the whitespace.
A logomark is the symbol used to represent an entity. flightSpeak's logomark consists of two simple and recognizable symbols: the speech bubble and the airplane. The former clearly communicates the idea that we invite conversation around air travel. The latter, while obviously referring to air travel, is a playful, toy-like shape, hinting at our emphasis on celebration, creativity, and delight.
A logo lockup consists of a combination of brand elements in a fixed ("locked-up") layout. The flightSpeak logo lockup includes our wordmark, with the logomark placed playfully at top right to imply conversation and convey the impression that flightSpeak itself is speaking.
Montserrat Bold 700
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Montserrat Regular 400
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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Quick fox jumps nightly above wizard.
Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. Nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit amet consectetur adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas nulla pariatur?
At vero eos et accusamus et iusto odio dignissimos ducimus, qui blanditiis praesentium voluptatum deleniti atque corrupti, quos dolores et quas molestias excepturi sint, obcaecati cupiditate non provident, similique sunt in culpa, qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio, cumque nihil impedit, quo minus id, quod maxime placeat, facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet, ut et voluptates repudiandae sint et molestiae non recusandae. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat…
Merriweather 700
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Merriweather 300 Italic
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Quick fox jumps nightly above wizard.
Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. Nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit amet consectetur adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas nulla pariatur?
At vero eos et accusamus et iusto odio dignissimos ducimus, qui blanditiis praesentium voluptatum deleniti atque corrupti, quos dolores et quas molestias excepturi sint, obcaecati cupiditate non provident, similique sunt in culpa, qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio, cumque nihil impedit, quo minus id, quod maxime placeat, facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet, ut et voluptates repudiandae sint et molestiae non recusandae. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat…
Open Sans 400
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Quick fox jumps nightly above wizard.
Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. Nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit amet consectetur adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas nulla pariatur?
We use a modified Fibonacci sequence, where each type size is the sum of the two next smallest sizes.
104px = 64 + 40
64px = 40 + 24
40px = 24 + 16
24px = 16 + 8
16px (base font size)
12px = 16 x 3/4
8px = 16 / 2
78pt = 48 + 36
48pt = 30 + 18
30pt = 18 + 12
18pt = 12 + 6
12pt (base font size)
9pt = 12 x 3/4
6pt = 12 / 2
This is flightSpeak Blue. It recalls the bright, calm blue of a clear sky on a summer day. It is the blue of the sky, as seen out an airplane window, above the clouds, flying in ideal weather.
#4bc1d2
rgb(75,193,210)
cmyk(.6,0,.14,0)
PMS 3105 U
#299f55
rgb(41,159,85)
cmyk(.81,.12,.91,.01)
#df4c44
rgb(223,76,68)
cmyk(.07,.85,.77,.01)
#dfc444
rgb(223,196,68)
cmyk(.14,.18,.87,0)
#3b3834
rgb(59,56,52)
cmyk(.65,.61,.65,.55)
PMS Neutral Black U
#fffff
rgb(255,255,255)
cmyk(0,0,0,0)
Our culture and values should be evident in every communication. To aid in consistently portraying who we are, it's helpful to imagine our brand as an actual person.
All of our written communications should be authentic, friendly, and simple. We should work to avoid obfuscation, complication, and double-speak.
Use these for moments when you have 1 second or less to explain flightSpeak (e.g., splash screens, posters, billboards, etc.). 5 words or fewer.
Track and rate your flights.
Real-time air traveler insights.
Pop-up social network for flights.
We give air travelers a voice.
Waze meets Yelp for flights.
Use these for situations when you have 5 seconds or less to catch a reader's interest (e.g., page titles, press releases, banner ads). 10 words or fewer.
Track and rate your flights. Discover deals and earn miles.
Real-time air traveler insights. Cross-industry airline customer analytics.
We make air travel social. Publish deals instantly for travelers.
Empowering air travelers to speak up. Transforming the airline industry.
Waze meets Yelp for flights. Transforming travel through data.
Use these for tweets, supporting copy below headlines or "elevator" pitches, or situations where you need to explain flightSpeak to an unengaged audience in less than 10 seconds. 140 characters or fewer.
Track and rate your flight. Compare your experience with others on your flight. Earn miles and discover in-airport deals.
Discover how your passengers are feeling in real-time. Compare your stats with competitors across the air travel industry.
Help air travelers discover in-airport deals. Publish real-time discounts and mileage rewards to highly-engaged, social customers.
We empower air travelers to speak up. Help us transform the airline industry and build a great culture of career growth and collaboration.
We provide real-time customer feedback to airlines via consumer mobile apps. We're at the intersection of travel experiences and big data.
Use these for intro copy in "About us" pages, press releases, articles, or preliminary conversations with an engaged audience. 50 words or fewer.
flightSpeak allows you to track your travel journey, rate your experiences, and share them with fellow travelers. You can earn airline miles and discover deals that you can use right away in the airport. It's a great way to optimize your travel experience and improve air travel for everyone.
flightSpeak is a real-time customer experience management solution, allowing live insights into traveler experiences, pain points, and opportunities for brand engagement. It's like a stock ticker for your customer experiences.
flightSpeak is a social platform that enables air travelers to rate, track, and share their flight experience, while discovering in-airport deals and earning miles. We help you engage these influential, social customers in real time with our offer-publishing tools and rewards programs.
Our app lets you rate your travel experiences and share them with your friends. We use technology and creativity to capture and amplify consumer feedback in the airline industry. We're at the intersection of consumer experiences, location-based engagement, local retail, and big data. We're a team that loves food, travel, technology, design, and the next big challenge.
flightSpeak provides apps for air travelers that capture and amplify consumer feedback in near real time. We empower the air travel industry to listen more effectively and deepen loyalty. We're at the intersection of travel experiences and big data.
Use these for body copy in "About us" pages, press releases, articles, or in-depth conversations with a captive audience. 100 words or fewer.
flightSpeak allows you to track your travel journey, rate your experiences, and share them with fellow travelers. You can manage your itinerary and rate different elements of the travel experience. Along the way, you can connect with others on your flight, earn airline miles, and discover deals that you can use right away in the airport. The data and feedback you enter is anonymized and shared with others on your flight and with the airline and airport staff in real time. It's a great way to optimize your travel experience and improve air travel for everyone.
flightSpeak is a real-time customer experience management solution, allowing live insights into traveler experiences, pain points, and opportunities for brand engagement. With a series of real-time reports, you’ll gain insight into how your passengers are feeling at every point in their journey. Consumers track their air travel experience and send feedback in exchange for miles and in-airport deals. This constant window on the customer experience enables you to swiftly identify opportunities for improvement. We also provide benchmark data from across the air travel industry so you can compare your stats with your competitors.
flightSpeak is a social platform that enables air travelers to rate, track, and share their flight experience, while discovering in-airport deals and earning miles. We help you engage these influential, social customers in real time with our offer-publishing tools and rewards programs. These incentives further deepen consumer engagement and sharing, extending the reach of your deals to more travelers, at their point of need.
Our app lets you rate your travel experiences and share them with your friends. We use technology and creativity to capture and amplify consumer feedback in the airline industry. We're at the intersection of consumer experiences, location-based engagement, local retail, and big data. We're a team that loves food, travel, technology, design, and the next big challenge.
flightSpeak provides apps for air travelers that capture and amplify consumer feedback. Our consumer apps feature itinerary and travel history management, flight ratings, and rewards via offers and travel miles. For the air travel industry, we equip airlines, airports, and travel brands with real-time customer insights, enabling them to listen more effectively and deepen loyalty. We're at the intersection of travel experiences and big data.