Boeing aircraft manufacturers suffered reputational damage when it’s 737 MAX was involved in two fatal crashes. This resulted in a decline in trust in the brand. Additionally, the aviation industry is experiencing a period of rapid transformation, with sustainability defining the conversation. Boeing needs a brand refresh that restores public trust and aligns with the new trajectory of the aviation industry.
Refreshing Boeing’s identity to elevate it as a pioneer in a changing aviation landscape. The new identity must restore trust as a leading American household name. The design choices positioned the brand to feel aspirational but attainable, reliable, and an aviation innovator. To answer this, a light and dynamic graphic language has been developed. The palette is built to flex for their range of audiences from a corporaxte blue to a softer light pink utilised for outward-facing comms to travellers and households.
