AIR FRANCE: GIVING LIFE TO AN AMBITIOUS VISIONMake the sky the best place on earth: over the past ten years, design has brought this lofty promise to life across all brand expressions.In 1999, Air France embarked on a complete review of their image with an ambitious objective: to become a leader in the global market by providing service of the highest quality.

Over the years, every touch-point of the Air France brand has been renewed and designed by addressing graphic and editorial style, cabin design and furnishing, lounge architecture, agencies, airport signage, uniforms, websites, intranets, screen design…The new logo, launched on February 11, 2009, perfectly fits into the overall visual identity system implemented across the new airport lounges’ architecture, signage, print and web communication, as well as the identities of the different Air France subsidiaries. The red accent pairs well with the proprietary “excellence” typography. The logo’s cohesive graphic principles allow enough flexibility to adapt each brand expression to meet clients’ expectations and needs at each moment during their journey.

With this new identity, the company asserts its international status while preserving its traditional values. The brand has gained in reputation with the external audiences, but also strongly improved the pride and commitment of the internal teams.Air France has taken on a new dimension and is being recognized as a truly global brand. Air France KLM is now established as the world’s leading airline group by revenue.

This program exemplifies an exemplary Brand story, and we are proud to partner with Air France Brand who not only have been loyal to both its design and advertising agency for ten years now, but also has fostered us to act in concert, and has proved its courage by launching a new identity during this crisis period, always pursuing a highly committed approach.With this new identity, the company asserts its international status while preserving its traditional values. The brand has not only enhanced its reputation with external audiences, but has also strongly improved the pride and commitment of the internal teams.Air France has taken on a new dimension and is being recognized as a truly global brand. Air France KLM is now established as the world’s leading airline group by revenue.