innovative dare - devil adventurous authentic creative
INNOVATION is a big part of klm. we are the airline that stays ahead of our competitors by using the newest innovations and implementing them not only in our airplanes, but also in our culture. we will be working with the newest technologies based on aircrafts, but also new technologies within our communicative expressions and the overall experience for our passengers.
we don’t only use technology innovations, but we are also innovating the way we work. we do this by listening to every single one of our employees and our passengers. we think that by creating a team between our employees and our passengers, we can come up with new innovative ways of working
“I feel like i’m in a back to the future movie” everything you see at klm is based on innovation: our airplanes, our check-in, our baggage claim, our screens, even our employees clothing.
THE BIG BROTHER
we are our passengers’ big brother. we are smart, cool and s0meone to look up to. we take them places, show them the world and help them to get out of their comfort-zone to create themselves. we appreciate them as a big brother would do and are proud of them as individuals
but another important task of being the big brother is to be strict sometimes. We tell them to be on time, what they can’t bring, how heavy their suitcase can be and other essential things they have to keep in mind when we show them the world.
our siblings
our siblings, the passengers, are ahead of the trends. they are the type of people that would get the newest phone the day it releases, the kind of people that ‘wore it before it was cool’. also, they are very adventurous and not afraid of stepping out of their comfort-zone. our siblings are very aware of their own identity and find it very important to be valued for that.
expressions we have decided to change our logo. where our old logo was very classy and mainly expressing the luxury feeling you would get with klm, we now wanted to express our more adventurous side, our daring personality and our love for innovation. we decided to keep the original font for the letters of ‘klm’ for the new logo, so our passengers know it’s still us, but just a slightly different us. something we did change was the ‘crown’ that used to be on top of the letters, so the aim focus wouldn’t be on royalty and luxury anymore. we also added our new slogan: ‘dare to be there’ right under the logo, so the daring and adventurous aspects would be very obvious for our passengers
we didn’t only change the logo and the slogan, we also changed the colour klm was mostly known for. even though it’s a big risk changing a colour that is so recognizable from a company, we thought that the light shade of blue wouldn’t fit the new values of klm. the light shade was very friendly and luxurious, whereas the darker blue shade is more challenging and daring. from all colours, we decided to stick with blue, since that is the colour that is key to klm and only a slight adjustment was good enough to make it fit with the new values of klm.
what’s new
- more innovative check-ins that are less time consuming for our passengers - new baggage claim that makes it easier for passengers to find their luggage - new outfits for our employees - different tone of voice in our communications. speak as the big brother - new logo, colour, slogan and house style - new passengers