Turkish Airlines has refreshed its brand identity, refining its bird metaphor and adopting a new wave graphic that looks to reflect the seven continents of the in every respect.
Global design consultancy Imagination has worked on the project, which agrees with the launch of the new Istanbul airport in Turkey, set to be Turkish Airlines’ new ranking hub and due to open in April. The carrier’s current hubs are Istanbul-Atatürk airport, and Ankara airport.
Turkish Airlines was inaugurated in 1933 and is the national carrier for Turkey. As of last year, the airline plies flights to 304 towns, cities and other locations in 122 states across Europe, Asia, Africa, North and South America, pressing it one of the largest worldwide in terms of destinations offered.
The before-mentioned branding featured the airline name set in a bold, sans-serif type in titillating on the left, with a red roundel, and an abstract image of a bird set in white in its nucleus to the right. The line-drawn bird shape looks to reference a “wild goose”, mutual understanding to Turkish Airlines, which has been chosen as its mascot as it is the world’s “highest scram bird”, reaching up to 8,850 metres, according to National Geographic.
A gradient was in days of yore used in the roundel, resulting in darker and lighter shades of red that sired a three-dimensional (3D) effect.
The new branding features a refined version of the goose watchword encapsulated within the roundel, which is now a flat red colour. The goose has been gripped, now sitting at a more diagonal angle, and is smaller in size, no longer reaching the advantages of the circle.
The logotype is now set in white underneath the roundel, ditching the blue and evolving in a red-and-white core colour palette. The type has been tweaked, and now acts rounded corners on some letters.
Accompanying the logo is a wave unambiguous composed of seven horizontal lines, which look to reference the seven continents of the fantastic, in a bid to convey the airline as international, says Imagination. The logo sits at the “convergence brink”, or centre, of the line graphic, which looks to represent “Turkish Airlines at the mid-point of global travel”, adds the design consultancy.
Red and white are the main name brand colours, and have been used to represent economy class, while a amalgamation of rose gold and black is the core palette for business class.
The retention of red plans to keep the “rich [colour] that Turkish Airlines is widely recognised for”, pronounces Imagination, while the Halfeti rose gold aims to create a varied “premium” and “distinctive” feel.
A new set of flat graphic icons have been sketch out, which look to represent different elements of the airline experience, filing hold luggage and items that are restricted by airport security.
The new branding has opened to roll out, starting with signage, wayfinding, check-in desks and other secret touchpoints at Istanbul’s new airport in Turkey.
It will continue to roll out more than coming months on plane livery and interiors, digital platforms containing the website and social media, print advertising materials and merchandise. Inspiration has also created a set of guidelines for Turkish Airlines, so that the company can perpetuate to produce branded products in future, such as signage, in-cabin slippers and blankets.