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AIR NEW ZEALAND WORDMARK Identity, Typography and Strategy. BRIEF As part of Air New Zealand's wider rebrand program, a new wordmark was require… Read More
AIR NEW ZEALAND WORDMARK Identity, Typography and Strategy. BRIEF As part of Air New Zealand's wider rebrand program, a new wordmark was required that would be better aligned with Air New Zealand’s new brand promise of ‘liberating travelers'. It needed to convey a sense of momentum, credibility and elegance that would better reflect the airline and their attitude to innovation and forward thinking. PROCESS The idea behind the design was to ‘liberate the Air New Zealand wordmark’. In keeping with Air New Zealand’s history of collaboration, a renowned New Zealand typographer was consulted to craft and detail the final letterforms to the standard required for an identity of this scale and complexity. Technically, the wordmark had to work across a variety of applications – large scale to small scale – from the plane livery and airports, to business cards and digital environments. SOLUTION The final execution, is a contemporary evolution of the old mark. The slightly higher cap height on the A is a subtle nod to the wordmark’s history and helps retain a sense of credibility. All letterforms have been slightly italicised to give a sense of speed and momentum, with curved ends added for fluidity. The introduction of the angular serifs links the letterforms to the distinctive points found within the Koru – an integral part of our national carrier’s identity. The final result is progressive, fresh and confident – and elegant identity that truly represents the liberated feel of the Air New Zealand brand. The new mark is being gradually rolled out across almost every part of the airline's brand experience — from livery applications, signage, uniforms and digital media. CREDITS Creative Director: Jef Wong Design Director: Nick Riley Specialist Typography: KLIM Agency: Designworks. AWARDS SILVER: Graphic Design Arts, Best Awards 2013. Read Less
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