NEW BRAND IDENTITY Every visual language is never just a graphic exercise, it’s a journey through the history, the people and the values of a company.
In creating the Anniversary Monogram and visuals, my effort Focused on creating elements that reflect the new brand identity where our past meets our future. A present day tense system with an all round approach in which every detail spoke of our passion and commitment for travel through the years.
The backbone of our new brand identy the foliage is both a hommage to our own production of bags in the 1980's, a clear reference to adventure and discovering exotic places and a key point of our renewed customer experience in store with the creation of large green walls and banana trees.
To celebrate this landmark we focused on creating a dynamic interaction between travel related fonts to create a monogram that would synthetize the passing of time and the sense of modernity through history through a simple, clean and readable scheme.
For the numbers we used the iconic ITC JOHNSTON an extraordinary modern concept created in the 1920's for the London Underground that spread to the whole transport and travel world for its great readability with a touch of Serif that gives it a sophisticated flare. Fun Fact : the number 40 is quite asymmetrical so to balance it out we used capital O. For the ANNIVERSARY another icon of the Airport, Trains and Roadsigns was used: MONTSERRAT BOLD, designed in 2010 and internationally acclaimed as one of the most elegant yet simple fonts. Fun Fact: Montserrat bold is the same font of the latest version of our logo. The result of the Interplay of these complementary interpretations of capital letters created the dynamic balance between historical context and modernity intrinsically linked to travel, where the past meets the future.
Comments