Thank
you for partnering with Midwest Airlines to deliver "The best care in the
air.®" Please take a moment to familiarize yourself with
the different sections of the Brand Identiy web site.
ARTWORK
Master Brand - Midwest Airlines
is our master brand – the name of our mainline carrier and the most visible,
well-recognized member of our brand family. The master brand may be shortened
to Midwest on aircraft livery and on airport signage, when there is no possible
confusion about what our brand offers.
Brand Extensions - Brand Extensions are closely related to
our brand. They are well recognized and can exist independently of the master
brand.
Secondary Brand Extensions - Secondary Brand Extensions represent additional
products or services we offer. They are always used with the logotype and symbol
of the master brand or brand extension.
Brand Department Identifiers - Brand Department Identifiers represent
corporate functions. They are always used with the logotype and symbol of Midwest
Airlines or Midwest Connect.
Brand Exceptions - Brand Exceptions represent products or services
less closely related to our core business. They feature different visual treatment
than our brand or a brand extension, and exist independently of the master brand
or brand extension.
GUIDELINES
This section contains guidelines that, when followed, allow you to recreate
the Midwest Brand, thus properly executing the "voice" of our brand.
Learning how the Midwest Brand is executed is a critical step in applying "The
best care in the air®" to your visual communications.
