National flag carriers are turning slowly into “worldly airlines” relevant to everyone, everywhere. Iberia was still out of this league and trapped in its own national clichés and stereotypes for most Europeans and Latin Americans… and irrelevant to anybody elsewhere. On the other hand, low-cost carriers are cannibalising opportunities with revolutionary business models. Besides, and most importantly, the company lacked a relevant proposition that mirrored the “new Spain”, as well as the internationally-renowned energetic, ingenious and creative spirit that now characterises the country, due to its many achievements in sports, artistic expression and culinary arts among other disciplines.

The national flagship of a culture that delivers iconic experiences for life, Iberia is strongly identified with Spain --- and all the nation stands for. So we decided to create a vibrant brand expression around the concept “the art of living”. The solution, a streamlined, clean logo that maintains the heritage and stature of the airline without compromising contemporary aesthetics. Around it, a bold and charismatic visual universe that finds its inspiration in art. To bring this “artful” concept to life both in Economy and Business cabins, we used different interpretations in the in-flight experience: pop art (Economy) and contemporary art (Business).

After almost 30 years without revitalising its identity, the new Iberia is being highly celebrated by employees and customers alike, including the King of Spain himself, who praised the design and the concept behind the logo at the official launch in Barajas Airport (Madrid). The airline is now actively launching routes to new destinations, as well as improving its fleet of aircraft and service offerings with revamped brand experiences.