Here you can find the guidelines to using the Finnair Plus brand elements in partner collaborations. We manage the use of our logo and brand elements carefully and our joint campaigns stay true to the Finnair Plus brand. This means that although the partnership may be deep, the brand visual identities stay separate – no mixing and matching is allowed.
Finnair Plus is the loyalty program of Finnair. Avios is the official currency used by Finnair Plus and many other global partners within the oneworld network.
It is important to us that our customers always understand the nature of a partnership brand's relationship with Finnair Plus. A rule of thumb applies here: The creator of the asset or communication is the master brand, and the visual execution follows the master brand's style. The type of partnership determines when and how you to use the Finnair Plus brand in communications.
Finnair Plus and Avios in a partner environment
For all our Finnair Plus partners’ use, we provide a set of pre-selected Finnair branded images and a pre-designed Finnair Plus and Avios partner badge as a sign of our partnership. The badge conveys a clear message to users, encouraging them to collect and use Avios within the services offered by the partnering company.
Apart from the badge, the communication is created in partner brand’s style. The final artwork should always be approved by your Finnair Plus contact. Please note that the use of Finnair Plus logo outside the pre-designed badge is reserved for key partnerships only.
Provided assets for Finnair Plus and Avios communication in partner environments
We provide a set of Finnair branded images for partner use. The images may be used on the partner's own channels and social media, but not in any paid advertising by the partner.
Using the Finnair Plus and Avios partnership badge
Our badge is a strong statement that links your brand with the Finnair Plus and Avios brands. The badge includes Finnair Plus and Avios logos and elements of our brand visual identity, such as the Finnair Blue and Finnair Sans font type. It comes in one colour and design with several message and language options, so you can choose the one most appropriate for your project. The badge may be used both on physical and digital platforms.
Before downloading the badge for use in your communication, carefully read the instructions on how to correctly use it, below.
Keep the badge intact. Do not alter the badge or it’s components in any way. Always scale the badge as whole.
Scale your logo and badge proportionally, aiming for your logo's height to be approximately half the height of the badge.
Leave enough clear space around the badge. Use at least half the height of the badge as clear space.
Clear space and minimum size
The recommended clear space should never be reduced but can be increased if your brand guidelines require. The minimum height of the badge is 56 pixels. Avios logo height inside the badge is 40 pixels.
Badge minimum clear space
The minimum height of the badge is always 56px.
Badge relation to partner logo
To ensure proper sizing when utilizing your logo on the badge, it is recommended to scale it proportionally, aiming for the logo's height to be approximately half the height of the badge.
Prohibited use of Finnair Plus badge
Always use master artwork to reproduce the Badge. Do not type or shape the badge yourself.
Do not change the dimensions of the badge. Do not tilt the badge.
Do not create new colour versions.
Examples of online use
In digital ads, you can use the Finnair Plus and Avios badge side-by-side with your brand’s logo or place it freely on the ad’s content area.
Partner brand and the badge sign off the ad.
Partner logo signs off the ad. The badge can be freely placed on the content area.
On your website, you can use the Finnair Plus and Avios badge side-by-side with your brand’s logo on the header area or place it freely on your website’s content area.
The badge is placed beside the logo in the partner website header area.
The badge is placed on the content area inside partner website.
Finnair logo use in key partnerships
Finnair Plus key partnerships are strategic, long-term brand partnerships.
Guidelines for using the Finnair Plus logo
You can use the blue Finnair Plus logo on a white background. We encourage its use as it is the most recognizable version of our logo. Do not use the blue logo on top of a coloured background or directly on an image.
For coloured or image backgrounds, white and black versions of the logo are available.
The minimum logo size is 20mm or 64mm pixels. The logo size is pre-defined to ensure the visibility of the whole logo.
Finnair Plus logo available color variations
The minimum size is 20mm or 64 pixels. It is defined to ensure the visibility of the combination.
Minimum clear space area between the logos is three F-letters. It can be increased according to your logo guidelines, but never decreased. Do not add any symbols or lockup marks between the logos.
Minimum clear space area between the logos is three f-letters.
Do not add any symbols or lockup marks between the logos.
Partner’s logo should always be larger than the Finnair Plus logo. Finnair Plus logo should be the height of the master brand logo. See the example below.
Scale the Finnair Plus logo to the height of the master brand.
Do not scale Finnair Plus logo same size as master brand logo.
Protected Finnair brand elements
The use of our key brand elements presented below is protected: They may only be used in a creative asset or campaign created by Finnair.
All brand elements are restricted to Finnair use only.