Japan Airlines has teamed up with digital marketing agency Jellyfish on a new brand identity.
The new graphic is set to convey the airline’s “power and flexibility” to audiences outside of Japan.
Highlights include an updated tone of voice, a new design system, fresh logo lockup, typography, iconography and illustration, photography direction and a simplified brand colour palette.
Iconography and illustration will be inspired by the curves of Japanese crane, as well as the thick and thin strokes present in brush calligraphy.
New brand typeface Asken is inspired by the dynamic curves of Japan Airlines’ Tsurumaru logo. The swooping forms and wide stance represent the golden age of jet travel and a positive future.
Designs will also include a dot pattern, which is inspired by both the Japanese flag and Japan Airlines’ logo.
Minako Kent, Managing Director – International Marketing at Japan Airlines, said: “We partnered with Jellyfish because of their agility and one-stop service in media, data, tech and creativity — they fully understand the needs of brands in today’s world.
“Because of this, we’ve been able to reimagine our whole visual identity to create a world-class omnichannel experience befitting our iconic brand.”
David Heasty, Design Lead at Jellyfish, added: “Each design element was carefully crafted to honour the legacy of Japan Airlines while infusing it with a fresh, contemporary energy that speaks to the spirit of innovation that is so core to the brand’s ethos.”
