There can be many differences between English and French content. In some cases, the length of the text may vary and impact the design. When writing for Air France, bear in mind the specificities of the 2 languages. The design must fit the copy for each language. In other words, we can’t have different designs for each language.
There are significant differences between AF and KLM, both in terms of content and writing style.
- For Air France, we use American English. (The USA being Air France's primary English-speaking market).
- Some terms are specific to each brand. A glossary has been created to help you find the right term.
- Air France's tone of voice is more formal/neutral than KLM's.
Examples :
|
Do |
Don’t |
|---|---|
|
Economy cabin |
Economy class |
|
passport control |
passport check |
|
loyalty program |
loyalty programme |
|
appetizer |
starter |
|
Premium Economy |
Economy Comfort |
Blueweb peculiarity:
On Air France, when writing in English, we use American measurement units AND the metric system.
Figures, dates, times, measurements
And you know what they call a… a… a Quarter Pounder with cheese in Paris? -They don’t call it a Quarter Pounder with cheese? -No man, they got the metric system. They wouldn’t know what the f. a Quarter Pounder is.
(Vincent Vega; Jules Winnfield - Pulp Fiction -1994)
Price formats
For all currencies, use the ISO currency format: “EUR 20 per person”. Never use the currency symbol.
If the numbers are round, don’t add an additional “,00”
Examples
|
AF -EN |
|
|
|---|---|---|
|
DO |
EUR 20 |
EUR 20.10 |
|
DON’T |
EUR 20,00 |
€ 20,10 |
|
AF -FR |
|
|
|---|---|---|
|
DO |
30 EUR |
42,56 EUR |
|
DON’T |
30,00 EUR |
42.56 € |
Dates
Dates should be written in full whenever possible.
There must be an unbreakable space between all elements of the date notation. “Thursday, September 28, 2023” must always fit on one line. If a break is necessary, it must be before or after the complete notation of the date.
|
|
AF- EN |
AF -FR |
|---|---|---|
|
Standard - Full version |
Thursday, September 28, 2023 |
jeudi 28 septembre 2023 |
|
Limited space - Short version |
Thu Sept 28, 2023 |
jeu. 28 sept. 2023 |
If a date is too long to fit a design, it may be shortened to :
-
In AF -EN
Format: Month Day Year
Capitals: The standard abbreviations are always 3 letter codes with 1 capital and no period. -
In AF -FR
Format: day month year
No capital letters, each abbreviated word must end with a period.
Do not use numerals for months, to avoid confusion.
Do not use ordinal numbers. (1st, 2nd, etc.)
Examples :
|
AF -EN |
Standard - Full version |
Limited space - Short version |
|---|---|---|
|
DO |
Thursday, September 28, 2023 |
Thu Sept 28, 2023 |
|
DON’T |
September 28th, 2023 |
sept. 28 Thu |
|
AF -FR |
Standard - Full version |
Limited space - Short version |
|---|---|---|
|
DO |
jeudi 28 septembre 2023 |
jeu. 28 sept. 2023 |
|
DON’T |
Jeudi 28 Septembre 2023 |
Jeudi 28 sept. |
Exceptions:
Dates in the past: day is not included: e.g*. Aug 1, 2022*
Dates more than one year in the future: day is optional: e.g. Aug 1, 2030
Abbreviations
|
AF-EN |
AF-FR |
|---|---|
|
Mon |
lun. |
|
Tue |
mar. |
|
Wed |
mer. |
|
Thu |
jeu. |
|
Fri |
ven. |
|
Sat |
sam. |
|
Sun |
dim. |
|
|
|
|
Jan |
jan. |
|
Feb |
févr. |
|
Mar |
mars. |
|
Apr |
avr. |
|
May |
mai. |
|
Jun |
juin. |
|
Jul |
juil. |
|
Aug |
août. |
|
Sep |
sept. |
|
Oct |
oct. |
|
Nov |
nov. |
|
Dec |
déc. |
Times/duration
Duration usually indicates flight time. To distinguish duration from departure or arrival time and avoid confusion, a different format is used.
- Example of a departure time: 10:20
- Example of trip duration or flight time: 10h20
Standard notation of trip duration
Format: (0)0h00
Hours
We use the 24-hour notation in FR, but the 12-hour notation in EN
|
Hours |
AF - FR |
AF- EN |
|---|---|---|
|
09:00 |
OK |
Not OK |
|
9:00 AM |
Not OK |
OK |
|
13:10 |
OK |
Not OK |
|
1:10 PM |
Not OK |
OK |
Measurements
Non-breaking space between digit and unit of measurement
We always use the Metric system. When it’s possible, we add the Imperial system.
Examples :
The maximum dimensions of your hand baggage are: 55 x 35 x 25 cm/21.6 x 13.7 x 9.8 in. (including pockets, wheels, and handles).
In the Economy or Premium Economy cabins, your hand baggage and personal items can weigh up to 12 kg (26.4 lb) in total.
|
Metric system |
Imperial system |
|---|---|
|
kilogram (kg) |
pound (lb) |
|
gram (g) |
ounce (oz) |
|
kilometer (km) |
mile (mi) |
|
meter (m) |
yard (ft) |
|
centimeter (cm) |
inch (in) |
|
liter (l) |
fluid ounces (fl. oz.) |
|
deciliter (dl) |
fluid ounces (fl. oz.) |
|
centiliter (cl) |
fluid ounces (fl. oz.) |
|
milliliter (ml) |
fluid ounces (fl. oz.) |