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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.
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 now listed the eight brand values of the easy
brand in their own right (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 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.
I want you, as a partner or associate to get close to our
way! How we do business, how we communicate, what
we believe in and ultimately where we are going.
Take care and enjoy.
London
July 2009
p3/38
last revised: July 2010
section 3 examples section 2 our visual identity section 1 about us
contents examples of how
we have been
using the brand
26 web
27 advertising
28 group communication
30 PR
31 PR case studies
32 consumer communication
33 how to use Stelios
appendices
35 semi annual CEO dinner
36 FAQ
37 easyGroup contacts
38 list of contacts
about us
6 what is the easyGroup?
7 brand history
9 the legal contract that formalised the easyGroup
10 what is the easy.com global portal?
11 the easyGroup mission statement
12 the easyGroup strategy
13 the easyGroup vision
14 the new easyGroup strapline
15 the 8 easyGroup brand values
our visual
identity
17 naming
18 the portal logo
19 business logos
20 do’s & don’ts
21 colours
22 typefaces
23 pictures
24 lingo
section 3 brand application section 2 our identity section 1 what makes us tick?
last
revised: April 2005
about us
p4/38
last revised: July 2010
6 what is the easyGroup?
7 brand history
9 the legal contract that formalised the easyGroup
10 what is the easy.com global portal?
11 the easyGroup mission statement
12 the easyGroup strategy
13 the easyGroup vision
14 the new easyGroup strapline
15 the 8 easyGroup brand values
section 3 examples section 2 our visual identity section 1 about us
p5/38
last revised: July 2010
Stelios on the 6.50am,
November 10th,
1995, Luton airport.
The first easyJet flight
to Glasgow.
And, as they say,
the rest is history.
section 3 examples section 2 our visual identity section 1 about us
what is the easyGroup?
The easyGroup is the private investment vehicle of Stelios, the serial
entrepreneur. The easyGroup is the owner of the easy brand and licences
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 licence 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 in more than a dozen industries mainly in
travel, leisure, serviced office accommodation and other consumer facing sectors.
p6/38
last revised: July 2010
section 3 examples section 2 our visual identity section 1 about us
p7/38
last revised: July 2010
brand history
2005 - 2010
New easyHotel locations open in Dubai, Berlin and Edinburgh
Stelios announces the launch of three new brands: easyHolidays.co.uk, easyAir-tours.com and easyFlights.co.uk
easyOffice opens new centre in Hammersmith and lays plans for expansion throughout the UK
easyHotel opens in Larnaca, Cyprus
easyOffice expands with new London centres in Camden and Mayfair and also Glasgow
easyPizza now delivers to over 95% of Central London
New easyBus route between Gatwick Airport and London opens
easyCruise launches newest vessel, easyCruise Life for cruise holidays in Greece and Turkey
easyInternetcafe.com launches worldwide listings and reviews service for Internet cafés everywhere
The first easyOffice location opens in Kensington High Street
　
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