With an eye toward broadening its international customer base, Japan Airlines worked with marketing firm Jellyfish to update its identity.
From a company release: “Central to the new design is the introduction of the “Japan Airlines dot pattern,” inspired by the iconic Japanese flag and the airline’s signature logo. This flexible, mnemonic design element adds a sense of movement and fluidity, creating a memorable connection between Japan Airlines’ cultural roots and its modern appeal.”
Other updates include optimizing the existing logo for digital reproduction and the creation of a new typeface, Aksen, which echoes the curves of Japan Airlines’ crane logo. Jellyfish designers also worked in new illustration styles that are inspired by traditional brush calligraphy.
