Japan Airways has unveiled a glossy rebrand that goals to convey a worldwide attraction to its visible identification. With custom and heritage at its core, the revamped look encapsulates the model’s cultural origins whereas bringing a refreshed and streamlined attraction.
The most effective rebrands are sometimes about strengthening an present identification, somewhat than rewriting it – one thing that Japan Airways’ new look embodies. With a refined color palette, recent typography and a brand new design system, the reimagined model identification is an aesthetic up to date evolution.
(Picture credit score: Japan Airways/Jellyfish)
Created in collaboration with digital advertising enterprise Jellyfish, Japan Airways’ new look goals to convey its conventional roots to a worldwide viewers. Central to the rebrand is a brand new design system introducing the brand new Japan Airways dot sample impressed by the airline’s iconic emblem. Performing as a “mnemonic machine”, the dot motif brings a way of fluidity, appearing as a dynamic graphic characteristic all through the rebrand.
Refreshed typography brings a recent flourish to the brand new look, reflecting the swooping movement of air journey and the model’s constructive, progressive future. The brand-new typeface, Aksen, takes inspiration from the Tsurumaru (crane) emblem – an iconic image representing the airline’s conventional heritage.
(Picture credit score: Japan Airways/Jellyfish)
Minako Kent, Worldwide Advertising and marketing MD, Japan Airways, says: “Custom and tradition lie on the coronary heart of our ethos, and we additionally acknowledge the significance of delivering a recent, constant look-and-feel for our clients.” In step with this, nods to Japanese tradition might be discovered within the new iconography and illustration components, taking inspiration from the comb stroke types of conventional calligraphy. Tied collectively by the refined color palette honouring the purple and whites of the Japanese flag, the identification has a clear and up to date magnificence that soars above the competitors.
For David Heasty, design lead at Jellyfish, it was a “dream undertaking” to collaborate with Japan Airways on its new visible identification. “Every design component was fastidiously crafted to honour the legacy of Japan Airways whereas infusing it with a recent, up to date power that speaks to the spirit of innovation that’s so core to the model’s ethos. We embraced the problem of reimagining the airline’s visible identification and exploring new potentialities to create one thing actually timeless,” he says.
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(Picture credit score: Japan Airways/Jellyfish)
(Picture credit score: Japan Airways/Jellyfish)
(Picture credit score: Japan Airways/Jellyfish)
Japan Airways is not the one model embracing its heritage – try Bose’s new rebrand that honours its basic hand-drawn emblem. For extra artistic inspiration, check out the lovelyWombles rebrand that is a comfortable blast of childhood nostalgia.
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