Philippine Airlines Rebrand
This project was a rebrand of Philippine Airlines, the flag-ship carrier of the Philippines. PAL’s last logo modification was in 1984 and it needed a refresh to meet current times. My goal for the brand was to modernize the identity, to stay true to heritage, and to reflect Filipino hospitality. Tributes to Philippine islands and landscapes were consistently represented throughout a variety of platforms embodying PAL’s pride of home and culture. Verbiage was also modified to magnify the friendliness and care of the brand.
It was important to keep the visual identity rooted in the brand’s heritage to remain familiar and relatable to new and existing customers. This was done by redesigning the Philippine Airlines’ logo by recycling the original elements. Colors remain the same but with gradients applied; and shapes were unified to create a clearer and straightforward message of “soaring” and movement. The sun element was also recycled to make the new PAL logo recognizable and patriotic. While the logo redesign may be new, it is still familiar and deeply rooted in Philippine Airlines’ proud heritage.
The logo was redesigned by simplifying the overall form and implementing a new color palette. By pairing the logomark with modernized typography and reducing the original two triangles to a unified shape, a bolder logo was created. I reshaped the triangles and added tails to represent the upward motion/movement of a plane. Adding a subtle gradient that helps reflect the additional dimension of flight, which gives it an overall more contemporary and friendly aura.