""It's worth noting that the first version of this new mark was sketched (unironically) on the back of a boarding pass, mid-air, somewhere over the Atlantic. From that moment, it felt destined, like something set in motion beyond us.""
""Simplicity takes work. It took 30 years of work as a graphic designer to learn that doing the obvious thing isn't a lack of imagination; it's the result of it.""
Air's new branding strategy utilizes satire and creativity, emphasizing simplicity while acknowledging a light-hearted approach. Led by comedian Kareem Rahma as the Chief Imagination Officer, the rebrand includes unconventional elements such as staged protests against competitors. Richard, the designer, emphasizes a design philosophy rooted in truth and self-awareness, incorporating textures inspired by the sky. This approach avoids over-designing common in the industry, leading to a brand identity that is fresh and accessible. Their comprehensive 254-page brand guidelines further underscore the depth of this thoughtful and innovative strategy.
Read at Itsnicethat
Unable to calculate read time
Collection
[
|
...
]