Finnair Design & Branding FINNAIR - DESIGNED FOR YOU by Sek & Grey Finland

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Industry Airlines, Travel Agencies, Tour Operators & Travel Services
Media Design & Branding
Market Finland
Agency Sek & Grey Finland
Copywriter Mikko Martikainen
Producer Tarja Koskela Account Executive, Hilde Backman, Niina Pietilä
Released December 2010

Credits & Description

Category: Consumer Services
Advertiser: FINNAIR
Product/Service: AIR TRAVEL
Agency: SEK & GREY
Date of First Appearance: Dec 20 2010
Entrant Company: SEK & GREY, Helsinki, FINLAND
Entry URL:
Design Manager: Sofia Uitto (Sek & Grey)
Group Director: Jaakko Rantala (Sek & Grey)
Art Director/Designer: Esa Lipiäinen (Sek & Grey)
Art Director/Designer: Mikael Kivelä (Sek & Grey)
Planner: Marco Mäkinen (Sek & Grey)
Producer: Tarja Koskela (Sek & Grey)
Architect: Marco Pulli (POIU Design)
Copywriter: Mikko Martikainen (Sek & Grey)
Art Director (supportive): Juha-Matti Murtomäki (Sek & Grey)
Producer: Niina Pietilä (Sek & Grey)
Producer: Hilde Backman (Sek & Grey)
Graphic Designer: Jan Paasonen (Sek & Grey)
Media placement: Airplane - Airports - 20 December 2010
Media placement: Finnair Plus Cards - Finnair Plus Programm Customers - 20 December 2010
Media placement: Finnair Plus Material - Airports, Service Areas, Fairs - 20 December 2010
Media placement: Inflight Material - Airplanes - 20 December 2010
Media placement: Fair Stand - International Fairs - 20 December 2010
Media placement: Airport Visibility - Airports, Service Areas - 20 December 2010
Media placement: Finnair Premises - Helsinki Airport - 20 December 2010
Media placement: Corporate Material - Finnair - 20 December 2010
Media placement: Illuminated Signage - Finnair Premises - 20 December 2010

Describe the brief from the client
Established in 1923, Finnair is one of the world´s oldest operating airlines. In 2010, Finnair wanted to renew its entire visual and service identity in line with its new vision and updated strategy (according to Vision 2020 -plan). Their new brand promise is Designed for You. The brand renewal contains both service and visual identities.

The brief for brand renewal was created from the brand heritage, new strategy and from the recognition of the challenges in the airline industry. Finnair is part of oneworld airline alliance.

Describe the challenges and key objectives
The new vision is to grow to be the number one airline in the Nordic countries and the being in top three of the most desired airlines in the traffic between Europe and Asia. The strategic goal was to understand the new megatrends, changes in the airline industry and respond to customer needs and expectations with open-minded and innovative solutions. Finnair's primary target group being the passengers who travel in their work.

Describe how you arrived at the final design
The goal for updating, streamlining and refreshing the corporate identity as well as the company's design heritage guided the renewal of Finnair's entire visual identity. The visual reform covers the company logo, aircraft livery and cabin look as well as uniforms and service areas.

The comprehensive brand renewal is based on individuality and design thinking. The travel experience is developed into an enjoyable, easy and fresh package.

Give some indication of how successful the outcome was in the market
The new identity launch was great success in every measurement. We have received lots of positive feedback and there have been several positive articles in worldwide media about identity renewal.