Air France unveils new identity

French consultancy Brand Image – Desgrippes & Laga has designed the new identity for Air France.

The consultancy was appointed to undertake a complete brand overhaul of the airline in 1999 following a pitch, according to Brand Image’s European marketing director Annette Klek.

Klek says Air France ‘had a clear objective of renewing and improving its image’, and that for the past ten years Brand Image has been working to update the airline’s identity across a number of touchpoints, such as lounges and printed materials.

The new logo sees the words ‘Air’ and ‘France’ merged, which the consultancy says ‘asserts Air France’s international status while preserving its traditional values’.

The tricolore colours are replaced with a single red accent, although an updated version of the tricolore will be used on Air France tailfins.

Klek says the consultancy will continue to work with Air France to refine its identity.