Philippine Airlines
Philippine Airlines (PAL) is the flag carrier of the Philippines. It is Asia's first and oldest commercial airline, having been established in 1941.
With its brand equity campaign, "Experience the Heart of the Filipino," PAL aims to stand out from its competition and attract non-Filipino flyers by highlighting and representing the best aspects of Filipino culture: welcoming, caring, and hospitable. Furthermore, it is strongly committed to being the country's first and only five-star legacy carrier through the modernization and expansion of its services.
The airline's brand equity campaign serves as the foundation for its new brand identity. The original color palette was retained but made brighter to reflect the brand's warm and friendly personality. Additionally, the colors are a direct homage to the Philippine flag. The rebrand uses a sans-serif typeface to support the modernity and innovation of the company. For the logo, I decided to create a simple but distinct abstract mark that signifies the initial letter of the airline and the country it represents. However, it is also deliberately designed to form a silhouette that resembles a person waving a hand; depicting a picture of someone cordially welcoming a loved one at the airport.
Branding / Logo Design / Brand Identity / Collateral Design / Typography
