Brand Identity Refresh
Our design process was directed by Finnair’s design drivers, functionality, optimism and timeless quality. Transforming the iconic, but somewhat outdated, distant and neutral brand, we brought warmth, inclusiveness and modernness to the new identity. The future-proof Finnair brand excels in digital spaces and leaves a lasting impression from your first click all the way to your experience in the aircraft cabin.
Concept
The Blue line
We built Finnair’s brand identity based on a 9-element design system. At the heart of the design concept is a blue line that lives and transforms into typography, illustrations, icons, imagery, tonality and the soundscape.
Typography
Finnish Sans
A digitally optimised, functional typeface built on the idea of a journey. Rounded letter shapes and aerodynamic curves give Finnair Sans an uplifting sense of optimism. Our typography minimises friction.
Colors
Stunningly simple, modern and trustworthy, our Finnish soul is celebrated in the iconic blue and white colours of Finnair. This pair is complimented with a selection of distinctive colours inspired by the Nordic landscape.
Iconography
Finnair iconography is clear and inclusive, from the first click all the way to the aircraft cabin. The icon visual language is based on the typeface Finnair Sans, following the typeface's fluid movement and shape.
Illustration
Carefully stylised, functional and stunningly simple, the illustration strongly reflects Finnair’s brand character. Illustrations are formed using a forward-moving blue line while the color palette is kept minimal. Characters are designed to interact with relaxed expressions and smiling faces, looking friendly and polite.
Imagery
The refreshed Finnair imagery uses light, space and optimism to capture the wonder of travel and our passion for sustainability. All art direction and photography reflects the brands optimistic, curious approach and sky high standards of quality.
