Air's new branding strategy utilizes satire and creativity, emphasizing simplicity while acknowledging a light-hearted approach. Led by comedian Kareem Rahma as the Chief Imagination Officer, the rebrand includes unconventional elements such as staged protests against competitors. Richard, the designer, emphasizes a design philosophy rooted in truth and self-awareness, incorporating textures inspired by the sky. This approach avoids over-designing common in the industry, leading to a brand identity that is fresh and accessible. Their comprehensive 254-page brand guidelines further underscore the depth of this thoughtful and innovative strategy.
"It's worth noting that the first version of this new mark was sketched (unironically) on the back of a boarding pass, mid-air, somewhere over the Atlantic. From that moment, it felt destined, like something set in motion beyond us."
"Simplicity takes work. It took 30 years of work as a graphic designer to learn that doing the obvious thing isn't a lack of imagination; it's the result of it."
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