Turkish Airlines Brand Proposal
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Contents
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5 Brand Overview
8 Initial Research 10 The Logomark 18 The Wordmark & Lockups 26 Color Palette 28 Type Palette 30 Systems Design
Contents
6 The Challenge
Turkish Airlines Brand Proposal
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Brand Overview
Brand Overview
Turkish Airlines is a luxury airline and the national flag carrier airline of Turkey, operating scheduled services to 290 destinations in Europe, Asia, Africa, and the Americas. It is the fourth-largest carrier in the world by number of destinations, as it serves more destinations non-stop from a single airport than any other airline in Europe and more countries than any other airline in the world.
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Turkish Airlines Brand Proposal
The Challenge The challenge was to create a logo and identity for Turkish airlines that portrayed its positioning as a luxury airline and one of the largest carriers in the world. The identity must be flexible enough to be used across a variety of materials, including the airplane liveries, tickets and boarding passes, business stationery, signage and advertisements, and the web.
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The Challenge
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Initial Research To start off, inspiration was sought from Turkish art and architecture, as they are rich with color, imagery, and form specific to Turkey and the
Turkish Airlines Brand Proposal
Middle East. This primarily came from Turkish tiles, mosques, calligraphy, and rugs.
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Initial Research
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The Logomark The logo portrays a crane flying at the angle of a plane in steady flight. The crane is a common symbol of Turkey, as it regularly migrates through
Turkish Airlines Brand Proposal
the country, and the idea of migration relates back to travel. The forms of the bird are inspired by Turkish calligraphy, giving the mark an elegant overall feeling.
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lift
The Logomark
centerline
gravity
steady state of a plane
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primary logomark
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The Logomark
reversed logomark
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logomark in black
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The Logomark
reversed logomark in black
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The Logomark
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The Wordmark The wordmark is set in Darby Sans, as its thin lines portray a sense of elegance while remaining modern and clean. The “k” and the “a” have been modified
Turkish Airlines Brand Proposal
to reflect the way the logomark’s forms connect at the bottom.
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The Wordmark
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primary lockup
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The Wordmark
reversed primary lockup
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secondary / horizontal lockup
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The Wordmark
reversed secondary / horizontal lockup
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wordmark-only lockup
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apart from the logo in special cases where the surface is exceptionally horizontal and narrow, such as the body of a plane.
The Wordmark
The the wordmark should only ever be used
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Color Palette
Turkish Airlines Brand Proposal
Turquoise Turquoise was drawn from the colors found in Turkish tiles and has been altered to portray sense of luxury and elegance. Turquoise should be the most prominent color in Turkish Airlines communications.
Sepia Sepia is representative of calligraphy inks and provides a soft dark color to further push he overall feeling of luxury. Sepia should be used for text and other areas where a dark color is needed.
White White space is important for conveying a light and elegant feeling and should be used for backgrounds and knockout type and logos.
Tulip Tulip is also based off the colors in Turkish art and references one of Turkey’s most prominent symbols, the tulip flower. This color should be used only as a pop color and for calls to action.
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TURQUOISE C71 M2 Y35 K0 R45 G184 B179 #2CB7B3
WHITE
C66 M61 Y67 K60
C0 M0 Y0 K0
R53 G52 B46
R255 G255 B255
#35332E
#2CB7B3
TULIP C23 M96 Y61 K10 R178 G43 B77 #B12A4C
Color Palette
SEPIA
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Type Palette
Turkish Airlines Brand Proposal
Lyon Display Lyon takes a serious approach to history but views it through the lens of up-to-the-minute contemporary type design techniques, balancing tradition and innovation. Lyon should be used for headlines.
Circular Circular doesn’t draw attention to itself. It is a modern typeface with a classic feel, making it a pleasing supplement to Lyon Display. Circular should be used for body copy.
Flama Flama is an unornamented sans serif with a ‘neutral’ flavor, proving to be highly efficient for editorial design. Flama should be used in editorial materials and other instances where extensive typographic hierarchy is needed.
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Lyon
regular
| medium | b old
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Circular
regular
|
italic
|
medium
|
bold
Flama
light
| regul ar |
medium
|
bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%&*()
Type Palette
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
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Systems Design For cases when graphic elements are needed, the logo can be flipped and rotated to represent a wing. When photography is used, the curves of the logo
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can be used to crop or mask photography to keep a consistent and recognizable look throughout the brand applications.
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Systems Design
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Systems Design
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Systems Design
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Turkish Airlines Brand Proposal
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