Italy's flag-carrier, Alitalia, has received a new brand identity courtesy of Landor. The new logotype has been given a more dynamic makeover, retaining the green, red and white colours of the Italian flag, and a more dominant 'A' has been introduced, described as "a bold statement of the heights the airline is striving to reach and its enviable experience in the field of aviation".
How to design a new brand identity in just 10 steps
Inspired in part by Formula 1 racing cars, striations have been added to the red triangular interior of the Alitalia 'A', creating a pinstripe effect which is designed to reflect exclusivity, attention to detail and a strong focus on design.
The airline's aircraft fuselages are now painted in ivory to reflect of understated Italian style, reminiscent of both original and new Fiat 500 colourways, and progressively banded rearward to create an impression of movement, speed and unhindered progress.
Peter Knapp, Global Creative Officer at Landor, said: "Walter Landor was involved in the design of the project nearly 50 years ago and now is the time to evolve this enduring brand and update it for today’s market challenges. We have added a subtle sophistication to the design, to the interior and exterior of the aircraft, which connotes the style, passion and craftsmanship of modern Italy."
Have you entered your best branding to the 2015 Brand Impact Awards?
Enter the 2015 BIAs to join the likes of johnson banks, hat-trick and R/GA – all triple award winners in 2014 – as well as Rose and Coast, who scooped Best of Show awards
If you've created some outstanding branding in the last 18 months, you're eligible to enter the Brand Impact Awards.
They're judged by an elite panel of designers and client-side creatives from global brands like Coca-Cola, and aim to celebrate the industry's best branding across more than 20 different market sectors.
Beyond a stunning piece of design work, the judges are looking for consistency of application across various touchpoints. Work will be judged according to the market sector for which it was designed.
The deadline for entries is 18 June, 17:30 GMT. You can find out more about the Brand Impact Awards here, and enter your work today though the Brand Impact Awards website. Good luck!
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