Japan Airlines - Japan Airlines elevates global visual identity with Jellyfish

The Challenge
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.

Jellyfish solution
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 illustrations 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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