AIR
FRANCE
Make the sky
the best place on earth
We gave life to this lofty goal through all brand expressions by accompanying Air France on the voyage to redevelop its image. February 11, 2009: Air France launches its new logo. This new identity highlights Air France's ambition as an international brand and its desire for excellence.
WHAT WE DID
Brand Strategy Brand Management Graphic and Print Design Cabin Design and Furnishing Lounge Architecture Airport Signage Websites Brand guidelines
CHALLENGE
In 1999, the leading European airline in terms of traffic embarked on a complete review of their overall customer service and image quality. Air France entrusted us with creating and implementing the new brand concept: “Make the sky the best place on earth.” Meeting such high expectations required a comprehensive recasting of Air France’s image.
SOLUTION
We renewed every expression of the Air France brand by addressing graphic and editorial style, cabin design and furnishing, lounge architecture, airport signage, uniforms, websites, intranets, and extranets. This comprehensive overhaul revitalized the emotional ties that unite the traveler with the brand from the beginning to the end of a journey. Whether ordering flight tickets, waiting in a lounge, or passing through the airport, every moment and every touch-point now has a specifically developed language. Strong brand presence gives travelers a real reason to prefer Air France: The renewed brand values and luxuriously modern redesigns represent a company that continually evolves and upgrades its assets.
The new logo highlights Air France's desire for excellence and echoes the airline's position as leader in international air travel.
Refined lines with a slightly curved accentuation jazz up the tail fin. Changes to aircrafts will be made gradually during fleet maintenance operations.
Brandimage has developed the visual identity system in consistency throughout the logos of the different Air France subsidiaries.
Created by Brandimage – Desgrippes & Laga and realized in collaboration with Noé Duchaufour-Lawrance, this new lounge concept repositions Air France’s Art of Travel in a modern context.
Created by Brandimage – Desgrippes & Laga and realized in collaboration with Noé Duchaufour-Lawrance, this new lounge concept repositions Air France’s Art of Travel in a modern context.
Discover the Air France travel experience online (www.airfrance.com/experience).
The First Class cabins reflect French luxury and are designed to provide the ultimate in comfort and total serenity to passengers.
The First Class cabins reflect French luxury and are designed to provide the ultimate in comfort and total serenity to passengers.
The graphic style for onboard menus features lush, fresh and exotic images to stylishly stimulate the appetite of Business Class guests.
The graphic style and guidelines for all print documents support a strong personality expressed throughout the entire brochure range.
Since 2000 Brandimage - Desgrippes & Laga has been in charge of the design and graphic guidelines for Air France's websites.
The new uniforms designed by Christian Lacroix convey timeless French elegance.
Alain Doré
Air France decides to “make the sky the best place on earth”.Our mission: make this dream come true. Since 1999 we have accompanied Air France in the overall development of its brand image and evolution of its expression territory. In order to fulfill Air France’s ambition the agency delved into the French lifestyle concept and proposed a creative interpretation thereof to incarnate the values of the brand and share the Art of travel according to Air France. Accompanying the client through a voyage, giving passengers a real reason for preferring Air France and creating a unique emotional relationship between the brand and its audiences is the goal for this transversal brand management program.