Brandimage - Desgrippes & Laga creates new identity for Air France

A new logo to accompany Air France in shifting the emphasis from its status as the world’s leading air carrier to that of a global brand. By merging the words “AIR” and “FRANCE”, the company asserts its international status while preserving its traditional values, and thus becomes a true Brand. This new logo has become the signature for Air France’s new ambitions. The logotype expresses Air France’s desire for excellence with strength and elegance, lightness and simplicity. The exclusive typography with light and elegant lettering that Brandimage designed for Air France combines with a dynamic red accent to underscore Air France’s dedication to providing the best service for its clients. Refined lines with a slight curve jazz up the tricolor flag on the aircrafts’ tails. The national colors (blue, white and red) remain in a modernized harmony—highlighting not just the airline’s French identity, but also its values and history: * navy blue, predominant since the birth of Air France, evokes the brand’s historical capital and the airline’s efficiency, * white, the colour of excellence, suggests well-being and the French travel experience, * the bright red accent, punctuates and energizes the brand, underlining both French chic and the attention paid to Air France customers by the airline’s staff, both on the ground and on board. Since this identity represents an evolution and not a revolution, it can coexist with the brand’s present image, and will be rolled out progressively on aircraft and signage in order to limit costs. The launch of this new identity comes after 10 years of partnership between Air France and Brandimage - Desgrippes & Laga 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 their new brand concept: “Make the sky the best place on earth.” Brandimage - Desgrippes & Laga gave life to this lofty goal through all brand expressions by accompanying Air France on the voyage to redevelop its image. We renewed every touch-point of the Air France brand by addressing graphic and editorial style, cabin design and furnishing, lounge architecture, airport signage, uniforms, websites, intranets, and extranets. Brandimage - Desgrippes & Laga Alain Doré - Executive Creative Director Press contact: Annette Klek Director Marketing Europe (+331 4418 4515)