Brand Guidelines 2019
Copyright 2019 Divij Prakash & Stephon Allen All content for TWA : Brand Guidelines was conceived, designed, and produced by Divij Prakash and Stephon Allen. Writing and edited supplemented by Stephon Allen. Photography provided by Cole Shroeder. The only exception is the branding imagery of the TWA corporation which was taken from historic photographs for reference. Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from elements.envato.com and are used in accordance with the Creative Commons License. The book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA.
Contents
1
2
Legacy
Strategy
8
1.1 History
30
2.1 Personas
12
1.2 Mission
38
2.2 Situational Analysis
14
1.3 Rebranding Objective
40
2.3 Market Analysis
16
1.4 Brand Keywords
42
2.4 Competitional Analysis
18
1.5 Promise
48
2.5 Strengths
20
1.6 Soul
50
2.6 SWOT
22
1.7 Yesterday’s Personality
52
2.7 Repositioning
24
1.8 Today’s Personality
3
4
5
Identity
Visuals
Future
58
3.1 The Old
94
4.1 Typefaces
120
5.1 Collateral
60
3.2 The New
98
4.2 Color Palette
122
5.2 Branded Content
62
3.3 Logo Mark Development
100
4.3 Voice
126
5.3 In Flight Executions
70
3.4 Word Mark Development
102
4.4 Photography Style
128
5.4 Emerging Markets
76
3.5 Combination Mark
104
4.5 Iconography
130
5.5 Business Extensions
78
3.6 Similar Logos
108
4.6 The Airplane
136
5.6 Extensions Expanded
80
3.7 Marketplace Logos
110
4.7 Website
82
3.8 Logo Guidelines
112
4.8 App
114
4.9 Advertising
1
Title
1.1 History 1.2 Mission 1.3 Rebranding Objective 1.4 Brand Keywords 1.5 Promise 1.6 Soul 1.7 Yesterday’s Personality 1.8 Today’s Personality
6
1.1
LEGACY
7
8
Legacy
Timeline
1930
1939
TWA was the Marilyn Monroe of the airlines. An American icon done in by powerful men who wanted a piece of its magic. Glamorous, tragic, gone before its time.
Howard Hughes gains control of the airline, and over the next 27 years leads expansion to serve Europe, Middle East, and Asia.
1960 Parent company purchases Hilton and 21 Century, putting the airline under immense financial stress.
1.1
9
1985 Parent company abandons TWA, Carl Icahn takes control. Pushes the company to be “low-cost�, turns the airline private and begins the downfall of TWA.
1996 TWA struggles with bankruptcy, and the tragic Flight 800, which further tarnished the reputation of the airline.
1978 Airline Deregulation Act makes the aviation industry much more competitive, airline is unable to manage costs while staying competitive.
2001 Ceases operations.
10
Legacy
History
The Legacy of an American Icon An American brand built on class and luxury, Trans World Airlines (TWA) was destined for greatness. Being one of the pioneers for domestic and international flights TWA set the trend for many airlines. In the early 1960s, a time of exploration and coming of age TWA flourished and built upon a dream of traveling the world. Expedited flights and premium service set the stage for what to expect from a brand based on the inflight experience.
1.1
Like all major brands, there are the highs and lows of a company. TWA took those lows and made them into something that could eventually be the turning point for the brand. Expanding to global flights was the beginning of a legacy of undeniable heights. Fast-forwarding to present times TWA is taking what was its greatest strengths and setting the stage with that to have customers truly enjoy their flight. From the moment they step inside the airlines they are greeted with luxury and unquestionable service that eases one’s mind of the flying experience - an extension of the lavish lifestyles our passengers have come to expect.
11
12
Legacy
Mission
Up, Up and Away! Though we seek to get to the destination, we never remember the journey getting there. We guarantee that the on-board experience will be like no other in elevating one’s expectations for an inflight experience. Catering to the customers’ needs is the first objective while handling every situation with the most luxurious products, services and experiences.
1.2
13
14
Legacy
Rebranding Objective
Born from the Glamorous Sixties TWA came from a different era, it was defined by and catered to the expectations and cultural experiences of a different generation. However, it embodied admirable, timeless values that can now be brought forth, at the precipice of a new decade. Having kept in mind that any rebrand would bring with it the challenge of defining the future, as an entire fleet of airplanes would have to be redesigned and branded. The objective is nt only to refresh and make consistent the visual identity of the brand, but also to create a cohesive voice for the brand, and inspire moments of rich and impactful storytelling.
1.3
15
16
Legacy
Brand Keywords
Title
Luxury
Every aspect of the brand has been carefully crafted, with the deepest attention to detail.
Escape
Success takes hard work, but it comes with its rewards. Journeys should sweep you away.
Exclusive
The finest things in life are a privilege. Our passengers should feel like they have unique access.
1.4
Delight
We’re creating a lifestyle inspired by luxury, and we value delighting our passengers and always exceeding their expectations.
Nostalgia
The journey becomes part of the vacation. Looking back to a charming time of the sixties forms the basis of our experiences.
Executive
Business comes with tight deadlines and challenging demands. We understand that work never stops, but comfort can ease the effort.
17
18
Legacy
Promise
Charming Optimism We believe in being optimistic about the future. Connections bring more opportunities, empowering the people that fuel change. Inspired by the drive to reach new heights, we created the ultimate flying experience.
1.5
19
20
Legacy
Soul
Setting the Stage for Great Adventures TWA shares the drive and passions of the global entrepreneur, moving the world forward with the power of great ideas. The connected globetrotter, seeking out authentic stories found in the cultures of the world creates memorable experiences. A high-class world traveler is one that seeks the best of what their travels bring them and no details are overseen. Experiencing the finer things that this world provides and having one of a kind moments that will have an everlasting effect. The feeling of having no worries as you experience the greatest wonders of the world. This sensation is only meant for those that are willing to take their wants higher.
1.6
21
22
Legacy
Yesterday’s Personality
Marilyn Monroe of the American Skies “Getting myself from one destination to another with the lease trouble is all I care about. The journey along the way isn’t a thought unless there are extra finances put into place. Even then, first-class hasn’t been to custom or stuck out to me. Yes, I enjoy the finer things but at what cost. Give me something that I can honestly talk about. “
1.7
23
24
Legacy
Today’s Personality
There’s Always More to Discover “Being one of the worlds is ideal, and having the highest quality while on my quests is standard. Enjoying high class while above them all gives me satisfaction. Extraordinary service that is tailored to my lifestyle of elegance speaks to me and my idea of enjoying the finer things. The journey from one destination to another is truly a moment in time that embodies enjoying the moment while it lasts. You never know what tomorrow brings you, so enjoy the great things along the way.”
1.8
25
Title
1.1
27
2
Title
2.1 Personas 2.2 Situational Analysis 2.3 Market Analysis 2.4 Competitional Analysis 2.5 Strengths 2.6 SWOT 2.7 Repositioning
28
1.1
29
STRATEGY Timeline History Mission Rebranding Objective Brand Keywords Promise Soul Yesterday’s Personality Today’s Personality
29
30
Strategy
Kevin Smith
Explorer 33 yrs Business Owner Trendsetter Workaholic Entrepreneur I seek the highest quality in every aspect of my life. I pay more to receive more when it comes to a product and service. Luxury details greatly ease the stress of any situation, and that includes transportation. I’m all about the experience from one location to another. Most times I will remember the voyage getting somewhere, rather than the actual destination. Supply me with all the bells and whistles and I’ll be back.
2.1
31
32
Strategy
Kate Franklin
Adventurer 30 yrs Social Influencer Talented Adventurous Extroverted Sharing an experience with my close peers is what I do on a daily. I’m here to exchange information with others about my travels and what’s is the must-haves of a trip. If a service has been done right I’ll be the first to recommend. Having a large and supportive following is everything, especially when you provide them with amazing finds.
2.1
33
34
Strategy
Catherine Miller
Businesswoman 41 yrs Executive Planner Nostalgic Sophisticated Athletic Traveling internationally and domestic comes with my job so I seek to have this process be the most efficient and pleasant as possible. I invest highly in this aspect of life being that it is ultimately part of my career. If the services are top-notch then there to doubt that I will make this my primary decision.
2.1
35
36
Strategy
Matthew Jones
Boss 42 yrs International Private Chef Leisure Intellectual Relaxed Things with charm and character leave an everlasting impression on me. I like to see one of a kind things that I’ll probably enjoy sharing with my friends with. Many companies and brands today are all about super sleek and futuristic, but it’s nice to see a reflection of the past. That old-time magic isn’t seen that much today, and I want to see it come back.
2.1
37
38
Strategy
Situational Analysis
Connect The World Competitors may have an advantage by decreasing their prices in order to gain customers, but the cost of losing quality. Quantity over quality is ideal for our competitors. This assessment proves that a large majority of the competitors have challenged to gain a unique selling point that differs from other airlines in a congested business.
2.2
39
40
Strategy
Market Analysis
Our Prospective Customers TWA plans to attract a class of individuals who enjoy the finer things in life, while still enjoying the moment at hand. Pricing isn’t a factor especially when it comes to traveling internationally. Purchasing items that have worth, including life experiences is what really matters.
2.3
41
42
Strategy
Current Competitors
Emirates “Fly Better”
Swiss International Airlines “ Our Sign is a Promise”
Emirates planes are a destination on their own. Globally recognized as a standard in first class service and onboard experience, to the point of having access to a shower in first class. They are all about hospitality and indulging, delighting the wealthy traveler.2
Being Swiss comes with a set of high expectations - all of which are exceeded. Boasting sharp, finely crafted swiss service, hospitality and drawing upon rich cultural heritage, Swiss is one of the favored carriers in Europe.
Virgin Atlantic “Your Airline’s Either Got It, Or It Hasn’t”
Cathay Pacific “Great Service. Great People. Great Fares”
Alluring, luxurious, an exclusive experience. Virgin Atlantic has high brand recall and a loyal base of affluent customers. A sense of great taste that is taken into account by the airline and appreciated by the people who fly it. However, it is not as present in emerging markets.
The Hong Kong based airlines has a legacy attached to it - it is reliable, comfortable and wants to give you a lot more for less. Connecting all across the globe, once you gain miles, you’re likely to be sticking with Cathay Pacific.
2.4
American Airlines “Great is what we’re going for” An American giant, the largest airline in the world by sheer fleet strength and number of destinations served. A legacy airline in America, a household name that carries the American ideal across the globe, 6800 flights per day.
British Airways “To Fly. To Serve” The spirit of UK, and their pleasant hospitality at 35,000 feet all across the world. A dominant player part of many key alliances makes British Airways a well known face among globetrotters.
43
44
Strategy
Adjacent Competitors
Qatar Airways “Going Places Together”
Oman Air “The New Wings of Oman”
Qatar is about inspiration, of knowing tomorrow will bring far more opportunities than today. That also requires belief and persistence. Brand values that make Qatar a strong choice for new audiences as the airline comes of age.
Airlines can go a lot further than just the flight. Oman leads in the pre and post flight experience, with the most luxurious lounges and has a strong presence in the Middle East. It’s reputation sweetens the deal for economy travelers as well.
China Southern Airlines “Always Cheaper Than On The Ground”
Turkish Airlines “Globally Yours”
Time is valuable, and China Southern wants to give you more of it. With the largest air transport network in China, it is growing extremely rapidly - championing high traffic routes.
Getting there on time every time shouldn’t mean service should be sacrificed. Turkish brings the best of both worlds, with a highly reputed onboard cuisine. All that at a price that gives you more to spend on the vacation.
2.4
Korean Air “Excellence in Flight” Eco-friendly, efficient, elegant. Korean is a reliable option flying across Asia. Fliers of Korean are extremely loyal, choosing to go worldwide with the carrier they can always trust.
THAI Airways “Smooth as Silk” A finely crafted, intricately designed experience, THAI has gained global recognition through highly recognizable branding and a reputation for hospitality to look forward to. With a fresh fleet, their economy and business options are enticing.
45
46
Strategy
Aspirational Competitors
Singapore Airlines “ A Great Way To Fly”
Lufthansa “ Non Stop You”
One of the most awarded onboard experiences, Singapore Airlines brings redefines luxury travel. With innovative business and first class experiences, and a reputation for reliability you’d wish you were flying on Singapore instead.
German ingenuity, engineered to perfection, Lufthansa gets you there on time - and feeling ready for the day the minute you step off. A European favorite, boasting extremely strong brand recall and presence.
Air France “France is in the air”
Etihad Airways “From Abu Dhabi to the World”
Flying shouldn’t have to be endured. Air France puts the fun in flying. With its unrivalled culinary experience, boldly displaying its French values - artistic, beautiful and exciting.
Built on Arabian luxury, Etihad’s planes are decked out with incredible experiences such as an onboard residence with 3 rooms. As such, it has a reputation and association with indulgence and a status symbol, giving you more for more.
2.4
Qantas Airways “The Spirit of Australia” A long held heritage of hospitality, Qantas has a highly regarded brand known across the globe. Bringing Australian imagination, the spirit of exploration to the scale of the planet.
ANA All Nippon Airways “We Fly First” Fueled by Japanese innovation, ANA focuses on the security, safety and reliability of its flights. An option that requires no second thought to any destination worldwide.
47
48
Strategy
Strengths
Differentiating Through Experiences Trans World Air comes as a fresh face, despite our long held legacy. We are here to redefine what the promise of TWA means, and will be positioned to appeal to the new wave of luxury travelers worldwide. With a clear focus on providing a memorable in-flight experience inspired by the fabulous 50’s and sensual 60’s, we will be set apart from the traditional flag carrier. The perception of a TWA plane is no different from that of a luxury hotel - down to the finest detail. All our passengers matter to us, and our no compromise economy makes flights across the globe no longer tests of endurance.
2.5
49
50
Strategy
SWOT Analysis
Strengths A pioneer airline brand comes with a vast amount of heritage and legacy. Heritage of the brand embodies that feeling they were there from the beginning.
Opportunities Many airlines don’t have a brand voice that contains character which TWA has and is an element that gives any brand longevity. Having a niche and clever ideas will make any brand current and relevant.
2.6
Weaknesses Being a mature brand, TWA has to have relevancy when compared to its larger competitors. The older brand stigma still lingers.
Threats Making sure the company is staying relevant in the congested market of airlines. Staying current is the start and finish of any brand.
51
52
Strategy
Repositioning
Absolutely No Compromises For an airline defined by opulence and grandeur, the idea of a compromise is a fearful one - the slightest drop in quality can ruin our image. The current design of the A320 did not offer the sort of space we needed, so we decided to re-design the cabin taking away all of economy and business class and replacing it with one that trumps both. Utilizing the finest materials and making sure each passenger has space to breathe and move was crucial. Such an offering will be unparalleled in the current market.
2.7
53
Title
1.1
55
56
Legacy
3
Title
3.1 The Old 3.2 The New 3.3 Logo Mark Development 3.4 Word Mark Development 3.5 Combination Mark 3.6 Similar Logos 3.7 Marketplace Logos 3.8 Logo Guidelines
1.1
57
IDENTITY Timeline History Mission Rebranding Objective Brand Keywords Promise Soul Yesterday’s Personality Today’s Personality
57
58
Identity
The Old
Mundane Connections, Not Memories TWA had many highs and many lows. Howard Hughes had a grand vision for the airline that got watered down over the decades. A promise of new, sleek and extravagent attracted the great designers and innovators of the time. Pioneering hospitality in the air came with a consistent brand image - the dual stripes, the striking red in the sky and a glamorous lifestyle - making air travel seem less intimidating for people flying for the first time. However, the rich storytelling and creative expression could not stand the test of time.
3.1
59
60
Identity
The New
Flying in the New Age The new brand of TWA comes with a simple idea at the core of its identity - optimism. Re-imaging the attitudes of the sixties, when people believed the golden age was ahead of them, with the ability to imagine a grander tomorrow. Fueled by human progress, it is belief that can take on a timeless quality. The visuals and voice - vibrant yet simple are unified in telling this story.
3.2
61
62
Logo Explorations
Identity
3.3
63
64
Identity
Refined Logos
Abstraction vs. Comprehension It was essential that the acronym “TWA� did not become completely illegible by abstracting the letterforms into forward moving shapes. Several iterations were then required to achieve a balance.
3.3
65
66
Identity
Digital Drafts
Title
3.3
67
68
Identity
Final Logo Mark
Title
3.3
69
70
Identity
Wordmark Development
Achieving Graphical Consistency The logotype had to share some DNA with the logo, and the iterations explored utilizing different components of the design of the logo and incorporating it with letters.
3.4
71
72
Identity
Digital Drafts
TRANS WORLD AIR
TR
TRANS WORLD AIR
TR
TRANS
TR
ORLD AIR
TRANS WORLD AIR TRANS WORLD AIR
TR A
3.4
R
TRANS WORLD AIR
R
TRANS WORLD AIR
TRANS WORLD AIR TRANS WORLD AIRLINES
73
TRANS WORLD AIR
TRANS WORLD AIR TRANS WORLD AIR
TRANS WORLD AIRLINES TRANS WORLD AIRLINES
74
Identity
Final Wordmark
Expressive yet Understated The logotype flows with the logo by the introduction of similar spacing, and cutting off of letters, as in the logo. These can be seen in the “R” and “A” alphabets.
3.4
75
76
Identity
Combination Mark
Minimal, Clean, Sophisticated Place preference on the logo mark in most use cases, but in promotional communications, always use the combination mark.
3.5
77
78
Identity
Similar Logos
Postmodern Abstraction A lot of the work of postmodern graphic designers such as Saul Bass and Paul Rand serve as inspiration for our modern TWA logo.
3.6
79
80
Identity
Marketplace Logos
Movement first There is an element of the forward slash, of showing forward movement and sweeping forms. This was a crucial communicative element that was also an influence on our new logo.
3.7
81
82
Identity
In Line Usage
Standard Usage The horizontal mark should be used as a standard. In internal brand communications, and brand extensions. The logo mark by itself is to be used secondary to the combination mark.
3.8
Vertical Usage
Rare cases The vertical mark should be utilized in cases where the logo mark is graphically allowed to be larger in size so that the wordmark is legible underneath.
83
84
Identity
Clear Space
Keep It Clear The invisible box around the logo is the minimum blank space that must be left around the logo, it is about 1in on all sides. When being placed at the corner of a page, it must be lined up to the top edge.
3.8
Minimum Size
Legibility is Essential The combination mark cannot be used below 2 inches in width and cannot be sized down to fit placement due to legibility issues, in that only use the logo mark.
85
86
Identity
Logo Colors
Combination Mark The combination mark must be used either in dusk red when on white backgrounds, or in white, on colored backgrounds. Utilize dusk red when on a white image.
3.8
Logo Mark The logo mark must be used either in dusk red when on white backgrounds, or in white, on colored backgrounds. Utilize dusk red when on a white image.
87
88
Identity
Dont’s
Keeping the Mark Consistent Adhere to the aforementioned guidelines and absolutely avoid making changes to the logo, such as shown here.
TRANS WORLD AIR
Don’t stretch
Don’t retype logotype
Don’t distort
Don’t use a busy background
3.8
Don’t rotate
Don’t turn upside down
Don’t use similar color
Don’t add graphics
89
Title
1.1
91
4
Title
4.1 Typefaces 4.2 Color Palette 4.3 Voice 4.4 Photography Style 4.5 Iconography 4.6 The Plane 4.7 Website 4.8 App 4.9 Advertising
1.1
93
VISUALS
93
94
Visuals
Primary Typeface
Display and Headlines The typeface TWA uses for headlines is Tungsten. A condensed typeface with a lot of character and expression, inspired by modernist design for striking visual impact. This personifies the optimism and energy that resonates with the brand. Headlines should be written in title case, in bold weight. Tungsten can also be used for sub-heads, in a semibold or medium weight to create visual contrast.
4.1
TUNGSTEN
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
14 | 24 | 200 | 400
Semibold
abcdefghijklmnopqrstuvwxyz
Ag Medium
95
0123456789
Cap-Height
X-Height
Baseline
Descender
96
Visuals
Secondary Typeface
Body Copy The typeface TWA uses for body copy is Fakt Pro. A highly legible sans-serif, with very balanced proportions and machine-like precision that offers great contrast to the headlines. It also works with the brand to show a sense of modernism, curation and sophictication. Although the normal weight should be used for copy, Fakt Pro’s semibold and medium weights is also available for paragraph heading and highlighting text respectively.
4.1
Fakt Pro
Semibold
ABCDEFGHIJKLMNOPQRSTU-
Ag 8.5 | 12 | 24
97
Medium
VWXYZ
Normal
abcdefghijklmnopqrstuvwxyz 0123456789
Cap-Height
X-Height
Baseline
Descender
98
Visuals
Color Palette
Sunset on the Beach
DUSK RED
DAWN ORANGE
NOON CITRUS
PMS 200 C
PMS 1645 C
PMS 1495 C
CMYK C0 M82 Y80 K25
CMYK C0 M61 Y82 K14
CMYK C0 M40 Y88 K2
RGB R190 G34 B38
RGB R219 G85 B39
RGB R251 G150 B31
HEX #BD2428
HEX #DB5527
HEX #FB961F
Our color palette is based on the shades of the sky and the time of the day. Our colors are bold and expressive, but are used conservatively with a lot of white space.
4.2
99
MIDDAY GOLD
EVENING GREEN
MIDNIGHT INDIGO
PMS 1625 C
PMS 7734 C
PMS 281 C
CMYK C0 M21 Y52 K9
CMYK C53 M0 Y51 K65
CMYK C57 M49 Y0 K70
RGB R233 G185 B113
RGB R41 G88 B43
RGB R33 G39 B77
HEX #E9B971
HEX #29582B
HEX #21274D
100
Visuals
Our Voice
Witty, Charming and Nostalgic TWA is here to elevate one’s voyage from destination to destination. Extravagance, lavishness, and opulent are a few words to describe the tone that will be infused throughout the brand.
4.3
101
102
Visuals
Photography Style
Travel the Globe in Boots Photography must reflect the lifestyle of the TWA passenger - who has great taste, an appetite for luxurious experiences and a confident and inspired demeanor.
Destinations Show destinations with an emphasis on an open sky. Show the hues of the day - sunrise, sunset or clear blue. Recognizable landmarks to denote destinations as shown here, are preferred.
4.4
103
People
Products
Adventures
People should be shown as confident, in neutral tones. Photographers should try to incorporate movement into their posture.
To show the TWA experience, product photography may be used. In this case, the brand colors must be emphasized and products must be placed in context to the service.
We encourage great adventures, and showing them is an important part of our branded content. Show inspiring moments so a person may be able to imagine themselves in it.
104
Visuals
Iconography
Airport Code We have a system of secondary graphics based on the airport codes of the destinations we fly to. In order to bring together the airports of the world into a universal language, we created a system of shapes based on squares, triangles and circles in place of traditional typography, creating an abstract typeface called “Airport Code�. This shapes can then be manipulated to add flavor and brand recognition to all promotional communications, as well as to brand the on-ground lounges and check in counters at airports. This also gives passengers a sense of belonging, as they get to choose a home base and have a customized experience when they receive membership cards, and through other branded merchandise.
4.5
105
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
+ SQUARE
+ FOUR QUADRANTS
USE ONLY ONE SHAPE PER LETTER REDUCES VISUAL TENSION BETWEEN LETTERS MAKES EACH LETTER DISTINCT
= REPEAT ONLY ONE SHAPE + VARIATIONS
106
Visuals
Airport Code Applied
Make It Feel Like TWA The iconography will be used throughout the brand’s graphic system. From baggage tags, to digital interfaces with the brand, to promotional advertising and physical touchpoints at the airport. Here are a few examples of iconography in use. It should always be paird with the Airport Code typed out and can be placed as such in variable combinations.
4.5
107
SFO–
JPN
Jetsetter’s Lounge
MOSES LAKE, WA
NYC
SFO
DLT — SFO JPN — GTI
MWH
ORL
ORLANDO, FL
108
Visuals
The Airplane
Inspired by the spirit of flight TWA’s airplane carries some signature graphic elements and branding. The double stripe, horizontal combination mark, hues of Dusk Red to give the impression of flight and the signature mark on the tail. This will make TWA planes highly recognizable and distinctly eye catching at the airport.
4.6
109
110
Visuals
Website
Discover the World of TWA The website has a simple design, featuring TWA’s many destinations and functions as a portal for members of the Jetsetter’s Club. Customers will also be able to book their flights directly on the website.
4.7
111
112
Visuals
App
Instant, Effortless Access Passengers flying on TWA may check in on their mobile app, track their current flight and book other flights as well. They may use it to check into the many lounges we have across the world. The app also syncs with your phone OS to send you reminders about flights.
4.8
113
114
Visuals
Advertising
The Golden Age, Revived Incorporate our recognizable iconography along with copy and imagery that invoke a luxurious lifestyle and showcase the destination - an elegant solution that works across platforms for consistent, entertaining promotional content.
4.9
115
Title
1.1
117
117
5
Title
5.1 Collateral 5.2 Merchandise 5.3 Costume 5.4 Emerging Markets 5.5 Business Extensions 5.6 Extensions Expanded
118
1.1
119
FUTURE Timeline History Mission Rebranding Objective Brand Keywords Promise Soul Yesterday’s Personality Today’s Personality
119
120
Future
Stationary System
It’s All In The Materials By making sure we use premium matrials, such as foil stamping on the business cards, the same idea of luxury can permeate through the brand’s graphic language in physical collateral.
5.1
121
122
Future
Branded Content
The Brand in Motion TWA Passport (below) TWA Luggage Tag and Suitcase (right)
5.2
123
124
Future
Flight Essentials
Keeping it Simple TWA Menu(below) TWA Boarding Pass (right)
5.2
125
126
Future
Uniforms
Welcome Aboard Our uniforms honor the vibrant era of the 60s, making a statement with our passionate dusk red. Paired with off white and black, it is a staple that can be applied to uniforms throughout our touchpoints - from lounges, to flight attendants and captains.
5.3
Cabin
Elegance is Understated To complement the vibrant uniforms of our attendants, the cabin and seats will take on a beautiful, warm white tone. Crafted with the finest materials, with red used as an accent in other in flight amenities.
127
128
Future
Emerging Markets
A Worldwide Name In order to make TWA synonymous with prestige and class all across the world, and a symbol of American heritage - the lounges will play a key role as a part of the strategy on the ground. By offering a significant upgrade over other luxury airlines, we will create intrigue and bring in new passengers from massive markets in India and China who may not have been aware of the airline in the past few decades. They are traveling more than ever, selectively spending on luxury hospitality while sacrificing on a few other luxuries. These will find much more value in flying TWA. Our consistency and tasteful style will act as a standard and make our brand trustworthy for these new audiences. We will also focus on specialty flights to popular destinations in Europe, that are fueled by passengers increasing interest in nature as well as cultural tourism. Beautiful places, wonderful journeys.
5.4
129
130
Future
Business Extensions
PHASE ONE
TWA Vending Machines
TWA Streaming Service
Branded vending machines placed in airports containing luxury items (i.e. champagne, caviar, and luxury luggage)
A music streaming service based off of the 50s - 60s (music, news, and pop culture)
TWA presents “On the Runway�
TWA on the Sahara
A family event that is on a flight tarmac that will promote family but still with luxuries of the airlines. Multiple stopping points will be set up to show the highs to flying.
A safari-themed flying experience where the airlines will travel to different regions in Africa to have fliers see this magnificent land filled with exotic animals.
TWA x Louis Vuitton
TWA x GUCCI
A set of specially co-branded luxury suitcases from in iconic style.
A luxury golden age of flying based clothing line in collaboration with the funky luxury brand.
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TWA Flight Academy
TWA Furniture
TWA Club
A flight school that is made to cater to elite pilots in training
Sleek and funky furniture inspired by the 50s
An elite members-only club where people who enjoy the same qualities of life take group travels.
TWA Action Figures
TWA Camp
In-Flight Survival Kit
Collector dolls would be created in all the major cities airports and they would include famous figures from that area. Also, exclusive drops would happen to encourage travel while promoting these exclusive figurines.
A summer program that introduces the flight program to the youth by showing them the steps to becoming a pilot and flight attendant. Virtual reality would be added to give the children that true in-flight experience.
Cross branded items including neck pillows, sleep aids, and headphones that would cater to quality over quality. These items would be all luxurious in feeling to match the airline’s mission.
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Business Extensions
PHASE THREE
TWA Credit Card
TWA Space
A credit card that is provided through the airlines, however, can be used in your personal and achieve points. These points can be submitted to receive discounted flights and airline perks.
Higher quality at an even higher altitude. All luxury flight while staring down at the earth. This space program is super exclusive but provides a moment that is truly once in a lifetime.
TWA Studios
TWA Health Spa
A movie studio used to produce films originally made in the 50s 60s in a modern form
A spa made to cater to individuals coming to and from the airport. The spa would include all high-quality products and services.
TWA x ROLLS ROYCE
TWA x BVLGARI
TWA will offer the ultimate luxury experience in the form of a Rolls Royce chaffeur service for our First Class passengers.
A set of luxury amenities will come along with every seat. A range of their perfumes and skincare products will come with every seat.
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TWA presents AirWaves
TWA Diner
TWA Art Show
A music fest held in the cities where the airlines are located. The festival would include all 50s - 60s based pop culture references
Eatery based off the era in spunky way to attract a targetted audience who enjoy the fabulous 50s
Artists will make pieces that reflect an elevated inflight experience. All the artist’s works will be showcased on the airline’s websites, and at their terminals.
TWA Housing
TWA TV
TWA Game App
A service that provides riders with a home away from home in-between traveling.
Channel based on the airlines and the decade. Advertising catered to this era in a creative and nostalgic manner
This interactive app allows the user to be in control of their flight and make sure all people aboard the plane satisfied. Keep your satisfaction rate up to move to the next city/level.
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Business Extensions
PHASE THREE
TWA Credit Card
TWA Space
A credit card that is provided through the airlines, however, can be used in your personal and achieve points. These points can be submitted to receive discounted flights and airline perks.
Higher quality at an even higher altitude. All luxury flight while staring down at the earth. This space program is super exclusive but provides a moment that is truly once in a lifetime.
TWA Studios
TWA Health Spa
A movie studio used to produce films originally made in the 50s 60s in a modern form
A spa made to cater to individuals coming to and from the airport. The spa would include all high-quality products and services.
TWA x ROLLS ROYCE
TWA x BVLGARI
TWA will offer the ultimate luxury experience in the form of a Rolls Royce chaffeur service for our First Class passengers.
A set of luxury amenities will come along with every seat. A range of their perfumes and skincare products will come with every seat.
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TWA Spirits
TWA Fashion
TWA Swimmers
Branded alcoholic beverages that cater to the brand’s nostalgia and embracing the high spirits of the era
Fashion line that is a fusion of the 50s - 60s, mixed with airline classiness.
A synchronized swimmers program that would be used to show experiences from above. These swimmers would be performing in large bodies of water to show an elaborate performance.
TWA Pups
TWA Giving Back
Trans World Air on Broadway
A flight program to give the same luxuries provided to the pet owners, given to the furry friends. Specially made jets that would ease the flight experience for animals and give them all high-quality food and service.
Flights would be made to travel to struggling cities across the globe and provide these places with supplies and care. Airplanes would be stocked with food, clothes, and items to help out these areas.
A broadway show inspired by the early 60s and would be taken place on a TWA flight. This would give a more comical and theatrical side to the airline while still promoting the brand.
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TWA Jet
Our Magazine A magazine made that is heavily inspired by the “fabulous 50’s” and sixies pop culture. This gives viewers a glimpse into this era of awakening and also keeps them up to date on the latest from TWA. It will be available in flight and at our lounges. The stories would cover new destinations and showcase the TWA lifestyle.
5.6
AirWaves Music Festival
Title To engage the community of frequent flyers that travel for concerts and music festivals, we will call upon the artists making waves in the industry and give them a platform set in a scenic destination in Belgium. This will be an exclusive event and planes will fly passengers from all across the globe to the destination. The themes would be retro, with several genres represented from house to disco. The festival would also include all 50s - 60s based pop culture references.
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TWA Flight Academy
Our Pilots are a Class Apart In order to train pilots for the future of the airlines - we will create an academy that specially trains our pilots and also inculcates a discipline and attitude associated with the brand. The program will be available to youngsters right out of high school, who want to take up civil aviation as a serious profession, There will be key centers located in America, it will be a flight school that is made to make the elite.
5.6
TWA Jetsetter’s Club
Exclusively Yours Welcome to the Jetsetter’s Lounge. You’ve got access to a network of world’s most luxurious airport lounges. No matter where you fly, you never have to wait in line again. Your pass, with a unique code bearing the symbol of your home airport, gives you access to the multicuisine buffet, as well as our business area where you can get high speed internet on us.
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TWA Diner
Ah, the Glorious Sixties Eatery based off the era in a spunky way to attract a targetted audience who enjoy the fabulous 50s. These will be put up in lounges across the world and will bring a sense of classic American heritage to the experience. Passengers will also be able to access a similar fine dining experience in flight.
5.6
TWA Journeys
Another One Off the Bucket List A travel agency that will pair an adventure along with the TWA flight. All travel arrangements will be based on luxury essentials. For passengers that are not sure what to do on an impromptu vacation, we will take care of all the arrangements so they can take in the experience, hassle-free.
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TWA Space
The Future, as Imagined by the Jetsons Higher quality at an even higher altitude. All luxury flight while staring down at the earth. This space program is super exclusive but provides a moment that is truly once in a lifetime. The initiative brings with it an aspirational quality about the future of flight and travel. TWA would continue to innovate and bring the finest hospitality to the interplanetary flights of the future. To experience this not so distant reality, immersive experiences at airports in virtual reality would give bored passengers something interesting to discover. Morever, this would create hype for the exhibitions where space-crafts and pilots would be showcased.
5.6
TWA Giving Back
Going Beyond Service Flights would be made to travel to struggling cities across the globe and provide these places with supplies and care. Airplanes would be stocked with food, clothes, and items to help out these areas. Additionally TWA’s special fleet of helicopters normally used as a service for First Class travelers will be deployed to aid in getting supplies and essential life saving equipment to remote areas when called upon for assistance.
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TWA Fashion
A Fashion Show at the Airport Fashion line that is very retro, portraying the 60s through the 90s mixed with airline classics that harken back to the golden age of not only airline travel, but of culture and entertainment. TWA will bring a fashion show to the airport, with a pop up store across the world. This will bring together famous international designers and challenge the perceptions of air travel. Additionally, invitations will be sent out to fans and influencers in the form of VHS tapes.
5.6
TWA Housing
A Home Away from Home Passengers at key airports across the world can avail of the TWA Housing service, where they may rent a studio apartment for the night in an airport hotel. TWA would assist them with the travel documents and bring a five star experience for a night when rest is curcial in between long flights. Passengers may prebook this service along with their flights.
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TWA On Broadway
A Charming Surprise A broadway show inspired by the early 60s and would be taken place on a TWA flight. This would give a more comical and theatrical side to the airline while still promoting the brand. Real actors from Broadway will be brought to perform in an effort to get people excited and talking about TWA. We will also encourage the hashtag #twaexperience so that people will look forward to even more inspiring events on their next vacation.
5.6
TWA Cruise
Extending the lifestyle Bringing the same class from the air to the waves. Yacht parties with the same voice and tone to promote these elite parties on the water. TWA will have a cruise ship that comes as an additional perk with the Jetsetter’s Club. Passengers of TWA can enjoy the company of others here, and also make a few new connections on the move.
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