SkyTeam
Launching a new airline alliance
We brought to life the new concept of an airline alliance. The visual identity and territory we developed for SkyTeam is the creative translation of an alliance truly customer- and service-minded.
WHAT WE DID
Brand Positioning Brand Strategy Brand Identity Brand Territory Brand Architecture, Co-branding Guidelines Lounge Architecture
CHALLENGE
In an industry where perceptions of limited service provisions could benefit from a lift, the new concept of an airline alliance called for appealing positioning and positive brand presence. Seamless travel and service would be the key values to highlight while expanding awareness of the alliance. SkyTeam needed to develop a lively, yet distinctive image to unite the airlines—and by extension, their customers.
SOLUTION
For the creation of the alliance in 2000, we designed a versatile visual identity and developed proper brand management tools to achieve brand presence, brand awareness and consistency across all airline members. We structured the SkyTeam image territory around the fundamental value of service by implementing a personal claim to define the brand’s personality: “Caring more about you.” The SkyTeam logo we created expresses the ideals of both strength and service through a ribbon graphic designed with upstrokes and down strokes. This elegant symbol also complements the member airlines’ own identities, whether used for SkyTeam co-branding or by individual airlines. Airport brand presence has been progressively developed and reinforced to demonstrate the added value the alliance offers customers. In June 2009, the alliance opened its first lounge to welcome the travelers of all its member companies in London-Heathrow’s terminal 4. This exceptional lounge marks a new step in the deployment of SkyTeam’s brand expression.
The first SkyTeam lounge opened in London-Heathrow’s Terminal 4 in June 2009.
The first SkyTeam lounge opened in London-Heathrow’s Terminal 4 in June 2009.
Launched by 4 founding members in 2000, the alliance grew steadily over the years.
A unique brand territory brought to life with distinctive graphic ingredients such as the SkyTeam ribbon and managed by the Brand guidelines.
Examples of lock-up signatures defined in the graphic guidelines for all SkyTeam members.
The SkyTeam logo expresses the ideals of both strength and service through a ribbon graphic designed with upstrokes and down strokes.
SkyTeam brand presence reinforced in airport environment through authoritative consistent and elegant signage systems.
Expansion of the brand's presence with aircrafts displaying the SkyTeam alliance's colors, starting April 2009.
The new shared check-in facility for all SkyTeam flights in London Heathrow’s Terminal 4 is easy to find under the giant sculpture inspired by the symbol of the alliance.
