Japan Airlines was looking to breathe new life into their brand. Striking the balance between tradition and unique culture to deliver a fresh look and feel to its global audience.
Japan Airlines is the flag carrier of Japan operating services to 220 destinations in 35 countries worldwide. They came to Jellyfish with a significant challenge to breathe new life into a storied brand that was due for a refresh across global markets. Striking the balance between tradition and unique culture to deliver a fresh look and feel for our customers globally.
Working alongside the airline’s international marketing team Jellyfish developed a new global visual identity that expands the power and flexibility of the brand for audiences outside of Japan.
- An updated tone of voice reflecting Japan Airlines’ commitment to providing exceptional experiences, reliability and Japanese hospitality.
- An entirely new design system comprising different graphic element
- Logo lockup updates to ensure consistent use and fit for digital applications, whilst retaining its heritage
- A new approach to typography including a new brand typeface
- New iconography and illustration that complements Japanese culture
- A simplified brand color palette and fresh photography direction
"Tradition and culture lie at the heart of our ethos, and we also recognize the importance of delivering a fresh, consistent look and feel for our customers across all channels and regions. We partnered with Jellyfish because of their agility and one-stop service in media, data, tech, and creativity — they fully understand the needs of brands in today’s world. Because of this, we’ve been able to reimagine our whole visual identity to create a world-class omnichannel experience befitting our iconic brand.”
Minako Kent, International Marketing MD, Japan Airlines
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