Studio Dumbar/Dept. created airline Transavia’s identity in 2015. For the client’s 60th birthday, the design agency has brought that identity to life by animating the top piece of the initial letter “t” so that it becomes a carat or cursor, or even a heart or an airplane. In the icon, the carat points at the base of the letter, which can easily be seen as the start of a journey and/or a smile.
From the Studio Dumbar/Dept. website: “While retaining existing brand equity, we evolved Transavia’s visual identity. The refreshed logo is a key asset: bolder than its predecessor, it suggests a smart, dependable brand, reflecting the spirit of the leading principle [“Smart choice, enjoyable journey”]. Impactful across all touch-points, the logo takes on a life of its own—a cursor: spinning, moving, highlighting key messages.”
The new identity retains Transavia’s trademark bright green but adds a vibrant blue, lavender, and peach to the mix. Icons used throughout the system have the same rounded edges and chunkiness as the logo. Photos in the new plan clearly speak to either the business or pleasure traveler.
