Turkish Airlines goes global with new brand identity

Turkey’s national airline, which flies to 122 countries worldwide, has been given a branding refresh by Imagination, centred around a wave graphic that references the different continents the carrier serves.

Turkish Airlines has refreshed its brand identity, refining its bird symbol and adopting a new wave graphic that looks to reflect the seven continents of the world.

Global design consultancy Imagination has worked on the project, which coincides with the launch of the new Istanbul airport in Turkey, set to be Turkish Airlines’ new main hub and due to open in April. The carrier’s current hubs are Istanbul-Atatürk airport, and Ankara airport.

Turkish Airlines was founded in 1933 and is the national carrier for Turkey. As of last year, the airline operates flights to 304 towns, cities and other locations in 122 countries across Europe, Asia, Africa, North and South America, making it one of the largest worldwide in terms of destinations offered.

The previous logo

The previous branding featured the airline name set in a bold, sans-serif type in blue on the left, with a red roundel, and an abstract image of a bird set in white in its centre to the right. The line-drawn bird shape looks to reference a “wild goose”, according to Turkish Airlines, which has been chosen as its mascot as it is the world’s “highest flying bird”, reaching up to 8,850 metres, according to National Geographic.

A gradient was previously used in the roundel, resulting in darker and lighter shades of red that created a three-dimensional (3D) effect.

The new branding features a refined version of the goose symbol encapsulated within the roundel, which is now a flat red colour. The goose has been tweaked, now sitting at a more diagonal angle, and is smaller in size, no longer reaching the edges of the circle.

The logotype is now set in white underneath the roundel, ditching the blue and resulting in a red-and-white core colour palette. The type has been tweaked, and now features rounded corners on some letters.

Accompanying the logo is a wave graphic composed of seven horizontal lines, which look to reference the seven continents of the world, in a bid to convey the airline as international, says Imagination. The logo sits at the “convergence point”, or centre, of the line graphic, which looks to represent “Turkish Airlines at the centre of global travel”, adds the design consultancy.

Red and white are the main brand colours, and have been used to represent economy class, while a combination of rose gold and black is the core palette for business class.

The retention of red aims to keep the “rich [colour] that Turkish Airlines is widely recognised for”, says Imagination, while the Halfeti rose gold aims to create a more “premium” and “distinctive” feel.

A new set of flat graphic icons have been designed, which look to represent different elements of the airline experience, including hold luggage and items that are restricted by airport security.

The new branding has begun to roll out, starting with signage, wayfinding, check-in desks and other interior touchpoints at Istanbul’s new airport in Turkey.

It will continue to roll out over coming months on plane livery and interiors, digital platforms including the website and social media, print advertising materials and merchandise. Imagination has also created a set of guidelines for Turkish Airlines, so that the company can continue to produce branded products in future, such as signage, in-cabin slippers and blankets.

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