Gulf Air In­tro­duces New Iden­tity

ArabAd - - BRANDING -

Gulf Air, the na­tional car­rier of the King­dom of Bahrain has re­cently in­tro­duced a new iden­tity de­signed by Lon­don­based global de­sign con­sul­tants tan­ger­ine along with brand con­sul­tants Saf­fron. It comes as part of a num­ber of changes that Gulf Air are mak­ing in or­der to achieve their 2020 vi­sion, such as adding new routes and ex­pand­ing the fleet from 28 to 39 more air­craft in 2018 alone.

The new brand in­cludes a new logo, iden­tity sys­tem, new liv­ery and a com­plete re­design of the air­craft in­te­ri­ors. Gulf Air’s iconic fal­con has ac­com­pa­nied the air­line from its very be­gin­nings and is rooted in the Mid­dle East’s psy­che. A sym­bol of courage, per­se­ver­ance and free­dom. Il­lus­tra­tor Mar­tijn Riv­jen was com­mis­sioned to work on the logo. At the heart of the new vis­ual lan­guage is Gulf Air Sans, a dis­tinct type­face which echoes the shape of the fal­cons claws, beak and wings. To add depth and tex­ture, shad­ing which evokes finer de­tails of the feather were in­cor­po­rated The type­face is de­signed for Ara­bic and latin scripts and comes in three dif­fer­ent weights, which was achieved us­ing the ex­pe­ri­ence of type foundry Let­ter­juice. The iconog­ra­phy re­lates back to the curves and lines of the fal­con logo. Each icon is it­self a de­signed il­lus­tra­tion. The iden­tity in­tro­duces an ab­stract pat­tern that can be used bold and col­or­ful as in the sta­tionery or more sub­tly as in the cards , all while giv­ing the logo plenty of room and let­ting the fal­con be the cen­ter of at­ten­tion. The iden­tity has a nice range, where it can be more classy and stately through the use of gold, black, and white, but it can also turn more play­ful through col­or­ful il­lus­tra­tions and bold pho­tog­ra­phy, all while main­tain­ing a con­nect­ing thread through the type fam­ily. As the flag car­rier of Bahrain, Gulf Air is a source of na­tional pride and an am­bas­sador to the King­dom, the warmth and friend­less of its peo­ple and trail­blaz­ing at­ti­tude were cap­tured through the brand idea “smart with heart”, which guides every touch­point of the Gulf Air ex­pe­ri­ence. The del­i­cate bal­ance of warmth and moder­nity is seen in the fleet’s new liv­ery, which cel­e­brates the air­line’s im­pres­sive her­itage. Over­all, this is a great up­date that gives Gulf Air a mod­ern, el­e­gant look that is more in line with the up­scale no­tion of busi­ness and leisure travel to the Mid­dle East.

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