05
BA (Hons.) GRAPHIC DESIGN
LEVEL
Module Code
OUGD203
Outcomes
Module Title
DESIGN PRACTICE 3
Doc. Code
BRIEF TITLE
REDESIGNING AN AIRLINE
The Brief
Considerations
A full rebrand and redesign of a commercial airline. Possibly a national airline and not a budget airline. The brand must work across the range of methods in which the airline presents itself as a commercial business to the rest of the world.
Research would be imperative in determining the visual direction of the redesign. Careful consideration of what the airline expects currently as a ‘brand image’ would have to be taken into account.
A fresh image for the airline should be presented to blend in with the contemporary world in which it sits. Contemporary design must merge with the contemporary technology of flight travel that is always expanding.
The visual reflection of ‘flying’ and what this connotes would be very valuable in producing a contemporary design that reflects fluidity in the motion of flight. This too would help define a ‘smooth’ feel to the audience, making them feel at ease.
Concept/Proposition The concept would be heavily dependent on the background in which the airline is situated i.e – it’s nationality etc. This should be heavily research driven. There would be a great deal of reflection on appropriate graphics in relation to the connotations of air travel. Background
Mandatory Requirements
An airline’s brand and identity is extremely important in how it wants to be portrayed to their potential customers. A great deal of fluidity needs to be communicated. The impression that the customer will have a pleasant journey on the often-longwinded journey by air. Most airlines – particularly national airlines (flag carriers) – pride themselves on style and comfort.
Branding for an airline that would be presented across all relevant media in which the branding would be situated. This would include media such as tickets, check in desk, airport vehicles, in-flight magazine and of course the design on the aircraft themselves.
Target Audience
Deliverables
The audience is the traveller undertaking the journey by air. The audience would be heavily dependent on the current context in which the airline sits. The general clientele could be either businessmen or holidaymakers.
Various; Tickets, Check-in desk, Aircraft graphics, Airport vehicle graphics, In-flight magazine, Website,
General advertisement
Tone of Voice
Studio Deadline
Tone of voice would have to be informative and clear in any case. Air travel can be a huge hassle so the audience will want their impression to be one that leaves them with a clear mind. There is certainly no room for jokes.
This brief should be read in conjunction with the module brief. Please refer to module information at E_STUDIO for module brief, submission deadline, graded outcomes and further reading.