project spacer
project spacer
Air India Limited
Air India
Remembering to be yourself is often the most potent way for a company to distinguish its brand. Unfortunately, this project for Air India is yet to be implemented. However, it remains a strong example of how understanding what already exists and finding new ways to view the information, can achieve a distinct identity and connect a diverse and disparate population with their national airline. With the underlying theme of ‘celebrating life’, a strategy was developed to create visual links with the multitude of cultures and community groups that populate the country.
A reinvigorated version of a much loved but discarded centaur symbol, an understanding that corporate red is a poor substitute for the exuberant expressions of the colour encountered in India and the realisation that colour works almost in reverse in a culture where people wear and celebrate the spectrum, allowed the development of a broader visual language that truly ‘celebrated life’.
Aggregating the extreme diversity within Indian culture was a major challenge. Identifying and symbolising each group by utilising appropriate Sari (local garment) patterns, allowed each community to be acknowledged.
Combining these into a single continuous pattern saw the creation of the fabric of India, a continuous, all-inclusive component that embraced everyone. Once that was achieved, the solution for how that could be best applied was found locally.
Air India Limited
Air India
Remembering to be yourself is often the most potent way for a company to distinguish its brand. Unfortunately, this project for Air India is yet to be implemented. However, it remains a strong example of how understanding what already exists and finding new ways to view the information, can achieve a distinct identity and connect a diverse and disparate population with their national airline. With the underlying theme of ‘celebrating life’, a strategy was developed to create visual links with the multitude of cultures and community groups that populate the country.
A reinvigorated version of a much loved but discarded centaur symbol, an understanding that corporate red is a poor substitute for the exuberant expressions of the colour encountered in India and the realisation that colour works almost in reverse in a culture where people wear and celebrate the spectrum, allowed the development of a broader visual language that truly ‘celebrated life’.
Aggregating the extreme diversity within Indian culture was a major challenge. Identifying and symbolising each group by utilising appropriate Sari (local garment) patterns, allowed each community to be acknowledged.
Combining these into a single continuous pattern saw the creation of the fabric of India, a continuous, all-inclusive component that embraced everyone. Once that was achieved, the solution for how that could be best applied was found locally.
OTHER TRANSPORTATION PROJECTS
Great Southern Rail
Great Southern Rail
MasAir
MasAir
Nibras Al Ain
Nibras Al Ain
NZ Bus
NZ Bus
Pluna Airways
Pluna Airways
Qantas