Japan Airlines is set to revolutionise its visual identity for international markets, thanks to an innovative partnership with UK-based digital marketing agency Jellyfish.
The airline, known for its rich tradition and impeccable service, has joined forces with Jellyfish to create a modernised and dynamic brand look, marking a bold step forward in its global presence.
Working closely with Japan Airlines’ international marketing team, Jellyfish has developed a refreshed graphic system designed to resonate with audiences beyond Japan. The goal was to seamlessly blend the airline’s heritage with its forward-thinking vision, resulting in a visually striking identity that will be rolled out across multiple platforms worldwide.
Central to the new design is the introduction of the “Japan Airlines dot pattern,” inspired by the iconic Japanese flag and the airline’s signature logo. This flexible, mnemonic design element adds a sense of movement and fluidity, creating a memorable connection between Japan Airlines’ cultural roots and its modern appeal. These patterns can be used across various digital and visual media, enhancing the brand’s visibility in a global market.
The refresh also includes updates to the airline’s logo, ensuring it retains its heritage while adapting perfectly to digital formats. A new typeface, Aksen, was introduced, echoing the elegant curves of Japan Airlines’ famous crane logo, known as Tsurumaru. This new font encapsulates the airline’s journey from the golden age of jet travel to its modern future, with a clean and contemporary feel.
Japan Airlines has also embraced new iconography and illustration styles that reflect elements of Japanese culture, inspired by traditional brush calligraphy. This, along with a simplified colour palette and fresh photography direction, creates a cohesive and striking visual experience for passengers across the globe.
Minako Kent, International Marketing MD at Japan Airlines, expressed excitement about the transformation: “Our tradition and culture are integral to who we are, but we also needed a fresh, unified look for our customers around the world. Jellyfish’s expertise in media, data, and creativity allowed us to reimagine our entire visual identity, delivering a modern omnichannel experience that reflects the values of our iconic brand.”
Jellyfish’s VP of Creative, Michael Walsh Kirwan, highlighted the importance of the project, stating: “Japan Airlines presented us with the challenge of re-energising a beloved global brand. We’ve created a visual identity that marries tradition with modernity, reflecting the dynamism and innovation of the airline. We’re thrilled to see it come to life on an international scale.”
David Heasty, Design Lead at Jellyfish, added: “Working on the Japan Airlines redesign has been a dream. Every design element was carefully crafted to honour the airline’s legacy, while injecting fresh energy that speaks to its future. We’re proud to have created something timeless yet forward-thinking.”
This collaboration represents a significant evolution for Japan Airlines as it strengthens its presence in overseas markets. With a bold new look and a refreshed identity, Japan Airlines is ready to soar higher on the global stage.
