![Cover and interior spread from the Air Canada Rouge style guide](https://daniellebartel.com/wp-content/uploads/2024/05/ac-rouge-style-guide-header-desktop.jpg)
![](https://daniellebartel.com/wp-content/uploads/2024/05/ac-rouge-style-guide-header-mobile.jpg)
Brand Style Guide
Client
Air Canada Rouge
Agency
J. Walter Thompson
Services
Identity system design
Print design
To complete the development of a new corporate identity for Air Canada Rouge, I created a 90-page style guide detailing all aspects and applications of the new system. I determined the specifications for the brand’s visual application, including the rules for sizing, spacing, and arranging typographic and visual elements on print and digital applications. I wrote all of the supporting copy describing these rules and specifications.
![Book spread with a large image of a smiling woman by a lake on the left page and a table of contents on the right](https://daniellebartel.com/wp-content/uploads/2024/04/ac-rouge-style-guide-1.jpg)
![Book spread showing rules for sizing and clear space around the Air Canada Rouge logo](https://daniellebartel.com/wp-content/uploads/2024/07/ac-rouge-style-guide-2b.jpg)
![Book spread showing examples of how the Air Canada Rouge logo might be misused](https://daniellebartel.com/wp-content/uploads/2024/04/ac-rouge-style-guide-3.jpg)
![Book spread showing how to determine margins and graphic sizing on a print application](https://daniellebartel.com/wp-content/uploads/2024/04/ac-rouge-style-guide-4.jpg)
![Book spread showing how to size headlines and pricepoints on print applications](https://daniellebartel.com/wp-content/uploads/2024/04/ac-rouge-style-guide-5.jpg)
![Book spread showing examples of frames from animated banner ads](https://daniellebartel.com/wp-content/uploads/2024/04/ac-rouge-style-guide-6.jpg)