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The easyGroup Brand Manual © copyright easyGroup IP Licensing Ltd. p/49 last revised: April 2008 last revised: May 2005 section 3 brand application section 2 our identity section 1 what makes us tick? Hi from Stelios Dear friends and colleagues, The easy brand has now turned ten years old, and it is used by more than a dozen different businesses and millions of consumers from all over the world. I believe it is an extremely valuable asset which can generate substantial success for all involved with it. Therefore I have decided it is time to create a brand manual. Like any manual, its objective is to help people who use the brand to understand its origin, the brand values and the best ways of getting the most out of it. I want you, as a partner or associate to get close to our This brand manual is written for the benefit of those people within the easyGroup, or franchisees or licensees of the easy brand and for those who are considering buying into the brand. We have never listed the eight brand values of the easy brand in their own right before (see page 15). Clearly a lot has been written over the years about easyJet, the first easy business and the flagship of the brand and many of the younger businesses have articulated, to p2/49 last revised: May 2008 London May 2006 some degree, their own values. However this manual is for the entire easy brand and it identifies the common themes amongst all the easy businesses. A brand is always evolving and people's perceptions of it do change from time to time. However I still believe that there are eight values (listed on p15) that all easy businesses share and sticking to them is a good idea for everybody. Remember there is strength in unity. way! How we do business, how we communicate, what we believe in and ultimately where we are going. Take care and enjoy. contents about us 6 8 9 0 2 3 4 5 brand history what is the easyGroup? the legal contract that formalised the easyGroup what is the easy.com global portal? the easyGroup mission statement the easyGroup strategy the easyGroup vision the new easyGroup strapline the 8 easyGroup brand values our visual identity 25 26 27 28 29 30 3 32 naming the portal logo business logos do's & don'ts colours typefaces pictures lingo examples of how we have been using the brand 34 35 36 38 39 40 4 42 web advertising group communication retail presentation PR PR casestudies consumer communication how to use Stelios appendices 44 legalese 46 semi annual CEO dinner 47 FAQ 48 easyGroup contacts 49 list of licensees p3/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us 6 8 9 0 2 brand history what is the easyGroup? the legal contract that formalised the easyGroup what is the easy.com global portal? the easyGroup mission statement easyGroup strategy easyGroup vision new easyGroup strapline 8 easyGroup brand values p4/49 last revised: May 2008 section 3 examples the 3 the 4 the 5 the section 2 our visual identity about us section 1 about us Stelios on the 6.50am, 1995, Luton airport. The first easyJet flight to Glasgow. And, as they say, the rest is history. section 2 our visual identity November 10th, p5/49 last revised: May 2008 section 3 examples section 1 about us what is the easyGroup? p6/49 last revised: May 2008 section 3 examples The easyGroup is the private investment vehicle of Stelios, the serial entrepreneur. The easyGroup is the owner of the easy brand and licenses it to all of the easy branded businesses, including easyJet plc, the airline Stelios started in 1995 and in which he remains the largest single shareholder. See next page for the brand license between easyJet and the easyGroup. The easyGroup profits by either selling shares in the businesses or by licensing or franchising the brand to reputable partners. The easy brand currently operates more than a dozen industries mainly in travel, leisure, telecoms and personal finance. section 2 our visual identity section 1 about us 2004 - 2008 2008 2008 2007 2007 2007 2007 2007 2007 2006 2006 2006 2006 2006 2006 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2004 2004 easyCruise launches newest vessel, easyCruise Life for cruise holidays in Greece and Turkey easyMobile.com launches a new service offering low cost inteernational calls from users' existing mobile phones easyInternetcafe.com launches worldwide listings and reviews service for Internet cafés everywhere The first easyOffice location opens in Kensington High Street easyOffice launches offering over 4,000 serviced offices for rent worldwide easy4men launches the new 3 Day Travel Pack onsale at airports throughout the UK easyVan launches, offering low cost van hire throughout the UK easyCruiseTwo launches Queen's birthday honours list announces that Stelios will receive a knighthood for services to entrepreneurship easyHotel.com announces a major expansion plan with 38 new hotels to open in the Middle East and North Africa easyCruise.com announces the itinerary for their second vessel easyCruiseTwo which will sail from Amsterdam to Brussels easyMoney.com launches additional comparison services for credit cards, loans, current and savings accounts easyPizza.com expands with 9 new franchised outlets on the UK South Coast easyMobile.com offers sim cards and airtime online in Holland and Germany easyCruiseOne sails to the Caribbean for the winter itinerary in Barbados and 5 other islands the first franchised easyHotel opens in Basel, Switzerland SKY TV starts broadcasting the docusoap based on easyCruiseOne the first actual easyHotel property opens in London easyWatch.com starts selling watches online easyCinema.com starts offering the UK's most comprehensive online cinema listings service easyCruiseOne embarks upon her maiden voyage in the French and Italian Rivieras easyMoney.com starts offering motor insurance in the UK easyJet reaches 100 aircraft in the fleet easyMobile.com offers sim cards and airtime online in the UK sparking a price war easyCinema.com launches DVD rentals online in the UK easyCruise.com starts accepting online bookings for the summer of 2005 easyCar.com offers car rental on a worldwide basis easyJobs.com website goes live offering a more efficient marketplace for job seekers in the UK easy4men men's toiletries range goes on sale in 1,000 Boots pharmacy stores in the UK p7/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us brand history 1995 - 2004 2004 2004 2004 2004 2003 2002 2002 2001 2001 2001 2000 2000 2000 2000 2000 1999 1999 1998 1998 1998 1998 1998 1997 1996 1995 easyHotel.com starts offering great value hotel rooms in more than 20,000 hotels worldwide easyBus.co.uk starts operating routes from London easyMusic.com goes live offering downloads of music tracks from 25p easyPizza.com delivers the first pizzas to homes in the UK easyCinema launches in Milton Keynes easyJet PLC orders 120 AIRBUS A319 with a further 120 under option easyJet PLC acquires go airlines nearly doubling in size easyMoney.com offers the first on line credit cards easyValue.com, the shopping comparison site goes live easy.com, the global portal site for all easyGroup businesses goes live easyInternetcafé enters the Guinness Book of Records as the largest internet café in Times Sq New York Stelios enters the Guinness Book of Records as the youngest ever scheduled airline chairman when he started easyJet aged 28 easyJet PLC is partially floated on the London Stock Exchange easyGroup enters into a formal brand license with easyJet PLC crystalising the concept of brand extension easyCar rents first Mercedes A Class cars to consumers the first easyInternetcafé opens in London with queues stretching round the block the TV docusoap on easyJet is first broadcast on Britain's ITV to an audience of 9m viewers as the airline becomes a "brand" Stelios starts to work on brand extension and founds the easyGroup easyJet is elevated by the media as the arch rival of BA and credited with sparking a price war BA launches go airlines in response to easyJet ­ Stelios is on their first flight easyJet acquires a Swiss airline and becomes Geneva's defacto home carrier first order for 12 brand new Boeing 737 aircraft placed by easyJet the website easyJet.com goes live easyJet opens international routes to Amsterdam, Nice and Barcelona Stelios creates easyJet and starts flights between Luton and Scotland p8/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us brand history The brand licence between easyJet plc and easyGroup IP Licensing entered just before the IPO on 5th November 2000 is the blueprint of all other easy brand licences. clause 7.11.5 of the easyJet brand licence states: "the Licensor shall require any business which uses the easy brand to enter into a licence on terms no less onerous than this Brand Licence." p9/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the legal contract that formalised the easyGroup what is the easy.com global portal? The global internet portal where consumers can find out about the full official range of easyGroup products and services including the latest news on all the easy businesses and Stelios himself. p0/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the easyGroup mission statement Our mission is to manage and extend Europe's leading value brand to more products and services, whilst creating real wealth for all stakeholders. p/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the easyGroup strategy We will build on our brand values: (1) great value, (2) taking on the big boys, (3) for the many not the few, (4) relentless innovation, (5) keep it simple, (6) entrepreneurial, (7) making a difference in people's lives and (8) honest, open, caring and fun. We will protect our brand from internal and external threats and manage appropriately the business and other risks inherent in venturing. We will develop our people and ensure their reward is aligned to realised shareholder returns. p2/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the easyGroup vision easyGroup will develop Europe's leading value brand into a global force. We will paint the world orange! p3/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the easyGroup strapline more value for less! p4/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us the 8 easyGroup brand values . great value 2. taking on the big boys 3. for the many, not the few 4. relentless innovation 7. making 5. keep it simple 6. entrepreneurial a difference in people's lives 8. honest, open, caring & fun section 3 examples p5/49 last revised: May 2008 section 2 our visual identity section 1 about us The brand has become synonymous with offering great value for money as it can be seen from the front cover of the Time Out magazine in London. At the same time quality standards have to be maintained. The best definition of quality is "meeting or exceeding the expectations of the customer". Words like 'cheap' and 'nasty' or 'what do you expect for this price' should not be associated with the brand p6/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us . great value 2. taking on the big boys p7/49 section 3 examples section 2 our visual identity last revised: May 2008 section 1 about us 3. for the many, not the few p8/49 section 3 examples section 2 our visual identity last revised: May 2008 section 1 about us 4. relentless innovation p9/49 section 3 examples section 2 our visual identity last revised: May 2008 section 1 about us 5. keep it simple p20/49 section 3 examples section 2 our visual identity last revised: May 2008 section 1 about us 6. entrepreneurial p2/49 section 3 examples section 2 our visual identity last revised: May 2008 section 1 about us p22/49 last revised: May 2008 section 3 examples section 2 our visual identity 7. making a difference in people's lives section 1 about us Honest: Describe the offer accuratelly without exaggerations or tricks. Open: We have nothing to hide that's why we let the TV cameras in. Caring: We care about the impact our actions have on our customers, employees and the world. Fun: We enjoy our work and whilst we take our job seriously we don't take ourselves too seriously. p23/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us 8. honest, open, caring & fun our visual identity 25 26 27 28 29 30 3 32 naming the portal logo business logos do's & don'ts colours typefaces pictures lingo p24/49 last revised: May 2008 section 3 examples section 2 our visual identity section 1 about us