Transavia visual identity

Impact according to Ellen den Haan, Brand Manager of Transavia:

The new visual identity confirms and reinforces our new positioning in the market. The European low cost airline, strong in digital service and hospitality for the tourist as well as the business traveller. It is the true visualisation of our leading principle “Its a pleasure”. In addition, the new identity created new internal pride of the company and the brand. Due to the implementation strategy of the rebranding the internal support was strong and the brand has become everyone’s brand.

We began by developing Transavia’s new positioning. The two most important results: changing the name from transavia.com to Transavia, and defining “It’s a pleasure” as the leading principle for the company. The design is playful, accessible and flexible. A special feature is the application of icons to the underbelly of Transavia’s planes, with a different combination of icons for each plane in the fleet. Another symbolic livery feature appears next to the entrance, where the word ‘Welcome’ is written in all the languages of the countries served by Transavia.

Part of the Air France-KLM group, Transavia operates from six home bases in The Netherlands and France, including its main bases at Amsterdam Airport Schiphol and Paris Orly. The ambition is for Transavia to become Europe’s leading airline in hospitality and service. The key objectives: add new routes, appeal to business passengers as well as leisure, and create a dominant online brand. The re-brand was an integrated process combining company strategy, e-commerce and brand design. With leading digital agency Mirabeau, Transavia began to work on a new e-commerce platform to increase ancillary sales, improve the conversion of flights and reduce operational costs. Having identified the need to redefine Transavia’s positioning and visual identity (in accordance with Mirabeau’s e-commerce strategy and concept) Studio Dumbar was invited to join the team.