Transavia — Smart choice, enjoyable journey
Launched in 1965, Transavia is part of Air France–KLM and one of Europe’s fastest-growing airline brands. Transavia continues to increase its fleet size and destination roster, while its visual identity – created by Studio Dumbar/DEPT® in 2015 – scored consistently high in customer surveys. Seeking to evolve its focus to attract more business travellers, Transavia asked Studio Dumbar/DEPT® to refresh its brand positioning and visual identity.
Strategy
Planning further growth, Transavia sought to better express the airline’s value-cost status, as well as its feel-good spirit and market-leading customer care reputation. The brand positioning was updated accordingly, maintaining leisure market appeal while focusing more clearly on the business sector. A new leading principle – smart choice, enjoyable journey – defines Transavia’s realigned focus, and is the core idea behind the brand image in all its customer-facing manifestations.
Design
While retaining existing brand equity, we evolved Transavia’s visual identity. The refreshed logo is a key asset: bolder than its predecessor, it suggests a smart, dependable brand, reflecting the spirit of the leading principle. Impactful across all touch-points, the logo takes on a life of its own – a cursor: spinning, moving, highlighting key messages. This and other motion attributes enhance the airline’s digital presence; a new photography direction enables a clearer distinction between leisure and business audiences; and a refreshed colour palette can be used to strengthen the business profile or distinguish themed campaigns. Including redrawn icons and updated typography, the identity creates a holistic brand image that feels both familiar and reinvigorated.
Results
Launched to celebrate Transavia’s 60th anniversary, the project is an exemplary identity refresh: building on the strong foundation of hard-earned brand equity, while preparing Transavia for its next decade of growth. The result is a challenger brand, positioned as the smart, pleasant choice in a ferociously competitive marketplace.
