Defence business sector
Graphic expression
Introduction
The defence graphic expression has been specifically developed to better visualise Airbus defence activities and more effectively engage our defence-related customers.
Usage of this graphic expression is not limited to the Defence and Space division. It should be applied across all our divisions for any defence-related marketing and communication materials.
This expression does not introduce fundamentally new elements, it optimizes existing assets to achieve a look and feel tailored to this sector. Whilst incorporating these visual codes, our goal is to be perceived primarily as a high-tech company that manufactures outstanding precise and reliable products.
One of our primary objectives is to maintain a strong link between our defence and commercial businesses. While this alignment is essential for our joint presence at events, it is even more critical for ensuring that our customers continue to perceive us as a single, unified company.
Colours
We have introduced a selection of new desaturated blue shades designed to work seamlessly with our existing palette, which remains in use for our civil activities. The dark blue serves as a "common ground" across both business sectors, linking the two.
Additionally, a reduced highlight palette has been introduced to complement these new desaturated shades.
Please note that the colour usage for the Airbus logo within the defence graphic expression remains unchanged.
Graphic elements
To emphasize our high-tech positioning and the precision and reliability of our products and processes, we will begin using fine-lined graphic elements to enrich or accommodate our layouts.
The goal is to add visual complexity to our designs without making them appear busy or overcrowded.
You will find more elements in the specific toolbox to download.
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Defence business sector - fine-lined graphic elements
Overview of fine-lined graphic elements for the Defence business sector
Imagery
In addition to the general photo guidelines, we would like to achieve a more dramatic atmosphere for this specific graphic environment.
To ensure our existing stock photos work effectively with the extended colour range, please desaturate images as needed. However, do not desaturate them completely or systematically apply a blue tint; instead, please make slight adjustments as shown in the below examples.
A more dramatic look can be achieved by adding vignetting or overlaying gradients. These adjustments will provide the pictures with greater visual depth.
Layouts
This is where our colours, graphic elements, and imagery must work together cohesively. Layouts should be well-structured and feature a degree of complexity without appearing busy or unorganized.
We use our normal typographic style, all text should be set in sentence case (not uppercase) and font weight ranges from extra light to bold but not beyond. The contrast against the background can be set a bit lower than our standard practice.
Key line and title setting as well as other elements like icons, arrows, maps and charts from our standard graphic toolbox are to be used.
Product names may be typed out in upper case and set in fine outline. This style is intended to complement the fine-lined graphic elements used throughout the overall look and feel.
When selecting photos, please focus on highlighting the detail, finish, and technical aspects of our products. We recommend using a mixture of close-up shots and full-framed product photos to achieve this.
Illustrating mission scenarios
We are utilizing a schematic isometric illustration style to demonstrate how our products and digital solutions integrate across various environments and configurations.
This approach allows us to consistently represent our products side-by-side, regardless of scale, with a primary focus on functionality.
Additionally, we will soon release a toolbox designed to easily build all types of mission setups.
