Brand guidelines

1. Brand
Guidelines
2019

2. Copyright 2019
Divij Prakash & Stephon Allen
All content for TWA : Brand Guidelines was
conceived, designed, and produced by Divij Prakash
and Stephon Allen. Writing and edited supplemented
by Stephon Allen. Photography provided
by Cole Shroeder. The only exception is the branding
imagery of the TWA corporation which was taken from
historic photographs for reference.
Design Consultation
Roger Muller, ADV 370 Brand and Branding
Academy of Art University
Some of the photographs and images were download-
ed from elements.envato.com and are
used in accordance with the Creative Commons
License. The book is a non-commercial work produced
as a student project for educational purposes, and
as such is considered a derivative work under
the Fair Use Clause of the US Copyright Law.
Manufactured in the USA.

3. Legacy
1 3
2 4 5
Identity Visuals Future
Strategy
1.1
History
1.2
Mission
1.3
Rebranding Objective
1.4
Brand Keywords
1.5
Promise
1.6
Soul
1.7
Yesterday’s Personality
1.8
Today’s Personality
2.1
Personas
2.2
Situational Analysis
2.3
Market Analysis
2.4
Competitional Analysis
2.5
Strengths
2.6
SWOT
2.7
Repositioning
3.1
The Old
3.2
The New
3.3
Logo Mark Development
3.4
Word Mark Development
3.5
Combination Mark
3.6
Similar Logos
3.7
Marketplace Logos
3.8
Logo Guidelines
4.1
Typefaces
4.2
Color Palette
4.3
Voice
4.4
Photography Style
4.5
Iconography
4.6
The Airplane
4.7
Website
4.8
App
4.9
Advertising
5.1
Collateral
5.2
Branded Content
5.3
In Flight Executions
5.4
Emerging Markets
5.5
Business Extensions
5.6
Extensions Expanded
8
12
14
16
18
20
22
24
30
38
40
42
48
50
52
58
60
62
70
76
78
80
82
94
98
100
102
104
108
110
112
114
120
122
126
128
130
136
Contents

4. Title
1.1
6
7
LEGACY
1
1.1
History
1.2
Mission
1.3
Rebranding Objective
1.4
Brand Keywords
1.5
Promise
1.6
Soul
1.7
Yesterday’s Personality
1.8
Today’s Personality

5. Legacy 1.1
8 9
1930 1939
1960 1978
TWA was the Marilyn Monroe of
the airlines. An American icon done
in by powerful men who wanted
a piece of its magic. Glamorous,
tragic, gone before its time.
Howard Hughes gains control of the
airline, and over the next 27 years
leads expansion to serve Europe,
Middle East, and Asia.
Parent company purchases Hilton
and 21 Century, putting the airline
under immense financial stress.
Airline Deregulation Act makes the
aviation industry much more com-
petitive, airline is unable to manage
costs while staying competitive.
1985
1996
2001
Parent company abandons TWA,
Carl Icahn takes control. Pushes
the company to be “low-cost”, turns
the airline private and begins the
downfall of TWA.
TWA struggles with bankruptcy,
and the tragic Flight 800, which
further tarnished the reputation of
the airline.
Ceases
operations.
Timeline

6. Legacy
10 11
1.1
The Legacy of an American Icon
An American brand built on class and luxury, Trans
World Airlines (TWA) was destined for greatness.
Being one of the pioneers for domestic and interna-
tional flights TWA set the trend for many airlines.
In the early 1960s, a time of exploration and coming of
age TWA flourished and built upon a dream of traveling
the world. Expedited flights and premium service set
the stage for what to expect from a brand based on the
inflight experience.
Like all major brands, there are the highs and lows of
a company. TWA took those lows and made them into
something that could eventually be the turning point
for the brand. Expanding to global flights was the be-
ginning of a legacy of undeniable heights.
Fast-forwarding to present times TWA is taking what
was its greatest strengths and setting the stage with
that to have customers truly enjoy their flight. From
the moment they step inside the airlines they are
greeted with luxury and unquestionable service that
eases one’s mind of the flying experience - an exten-
sion of the lavish lifestyles our passengers have come
to expect.
History

7. Legacy
12 1.2
Up, Up and Away!
Though we seek to get to the destination, we never
remember the journey getting there. We guarantee
that the on-board experience will be like no other in
elevating one’s expectations for an inflight experience.
Catering to the customers’ needs is the first objective
while handling every situation with the most luxurious
products, services and experiences.
Mission
13

8. 15
Legacy
14 1.3
Born from the Glamorous Sixties
TWA came from a different era, it was defined by and
catered to the expectations and cultural experiences of
a different generation. However, it embodied admira-
ble, timeless values that can now be brought forth, at
the precipice of a new decade.
Having kept in mind that any rebrand would bring with
it the challenge of defining the future, as an entire fleet
of airplanes would have to be redesigned and branded.
The objective is nt only to refresh and make consistent
the visual identity of the brand, but also to create a
cohesive voice for the brand, and inspire moments of
rich and impactful storytelling.
Rebranding
Objective

9. Title
1.4
Every aspect of the brand has been
carefully crafted, with the deepest
attention to detail.
We’re creating a lifestyle inspired
by luxury, and we value delighting
our passengers and always exceed-
ing their expectations.
Success takes hard work, but it
comes with its rewards. Journeys
should sweep you away.
The journey becomes part of the
vacation. Looking back to a charm-
ing time of the sixties forms the
basis of our experiences.
The finest things in life are a priv-
ilege. Our passengers should feel
like they have unique access.
Business comes with tight dead-
lines and challenging demands. We
understand that work never stops,
but comfort can ease the effort.
Luxury
Brand Keywords
Delight
Escape Nostalgia
Exclusive Executive
17
16 Legacy

10. Legacy
18 19
1.5
Charming Optimism
We believe in being optimistic about the future. Con-
nections bring more opportunities, empowering the
people that fuel change. Inspired by the drive to reach
new heights, we created the ultimate flying experience.
Promise

11. Legacy
20 21
1.6
Setting the Stage for Great Adventures
TWA shares the drive and passions of the global en-
trepreneur, moving the world forward with the power
of great ideas. The connected globetrotter, seeking
out authentic stories found in the cultures of the world
creates memorable experiences.
A high-class world traveler is one that seeks the best
of what their travels bring them and no details are
overseen. Experiencing the finer things that this world
provides and having one of a kind moments that will
have an everlasting effect. The feeling of having no
worries as you experience the greatest wonders of the
world. This sensation is only meant for those that are
willing to take their wants higher.
Soul

12. Legacy
22 23
1.7
Marilyn Monroe of the American Skies
“Getting myself from one destination to another with
the lease trouble is all I care about. The journey along
the way isn’t a thought unless there are extra finances
put into place. Even then, first-class hasn’t been to
custom or stuck out to me. Yes, I enjoy the finer things
but at what cost. Give me something that I can honest-
ly talk about. “
Yesterday’s
Personality

13. Legacy
24 25
1.8
There’s Always More to Discover
“Being one of the worlds is ideal, and having the high-
est quality while on my quests is standard. Enjoying
high class while above them all gives me satisfaction.
Extraordinary service that is tailored to my lifestyle of
elegance speaks to me and my idea of enjoying the fin-
er things. The journey from one destination to another
is truly a moment in time that embodies enjoying the
moment while it lasts. You never know what tomorrow
brings you, so enjoy the great things along the way.”
Today’s
Personality

14. Title
1.1 27

15. Title
1.1
28 29
Timeline
History
Mission
Rebranding Objective
Brand Keywords
Promise
Soul
Yesterday’s Personality
Today’s Personality
STRATEGY
2
29
2.1
Personas
2.2
Situational Analysis
2.3
Market Analysis
2.4
Competitional Analysis
2.5
Strengths
2.6
SWOT
2.7
Repositioning

16. 30 31
Strategy 2.1
Explorer
33 yrs
Business Owner
Trendsetter
Workaholic
Entrepreneur
I seek the highest quality in every
aspect of my life. I pay more to
receive more when it comes to a
product and service. Luxury details
greatly ease the stress of any situ-
ation, and that includes transpor-
tation.
I’m all about the experience from
one location to another. Most times
I will remember the voyage getting
somewhere, rather than the actual
destination. Supply me with all the
bells and whistles and I’ll be back.
Kevin Smith

17. 32 33
Strategy 2.1
Adventurer
30 yrs
Social Influencer
Talented
Adventurous
Extroverted
Sharing an experience with my
close peers is what I do on a daily.
I’m here to exchange information
with others about my travels and
what’s is the must-haves of a trip.
If a service has been done right I’ll
be the first to recommend. Having
a large and supportive following
is everything, especially when you
provide them with amazing finds.
Kate Franklin

18. 34 35
Strategy 2.1
Businesswoman
41 yrs
Executive Planner
Nostalgic
Sophisticated
Athletic
Traveling internationally and do-
mestic comes with my job so I seek
to have this process be the most
efficient and pleasant as possible.
I invest highly in this aspect of life
being that it is ultimately part of my
career. If the services are top-notch
then there to doubt that I will make
this my primary decision.
Catherine Miller

19. 36 37
Strategy 2.1
Boss
42 yrs
International Private Chef
Leisure
Intellectual
Relaxed
Things with charm and character
leave an everlasting impression on
me. I like to see one of a kind things
that I’ll probably enjoy sharing with
my friends with. Many companies
and brands today are all about
super sleek and futuristic, but it’s
nice to see a reflection of the past.
That old-time magic isn’t seen that
much today, and I want to see it
come back.
Matthew Jones

20. 38 39
Strategy 2.2
Connect The World
Competitors may have an advantage by decreasing
their prices in order to gain customers, but the cost
of losing quality. Quantity over quality is ideal for
our competitors. This assessment proves that a large
majority of the competitors have challenged to gain a
unique selling point that differs from other airlines in a
congested business.
Situational
Analysis

21. 40 Strategy 2.3
Our Prospective Customers
TWA plans to attract a class of individuals who enjoy
the finer things in life, while still enjoying the moment
at hand. Pricing isn’t a factor especially when it comes
to traveling internationally. Purchasing items that have
worth, including life experiences is what really matters.
Market Analysis
41

22. 42 43
Strategy 2.4
Current
Competitors
Emirates
“Fly Better”
Emirates planes are a destination
on their own. Globally recognized
as a standard in first class service
and onboard experience, to the
point of having access to a shower
in first class. They are all about
hospitality and indulging, delight-
ing the wealthy traveler.2
Swiss International Airlines
“ Our Sign is a Promise”
Being Swiss comes with a set of
high expectations - all of which are
exceeded. Boasting sharp, finely
crafted swiss service, hospitality
and drawing upon rich cultural her-
itage, Swiss is one of the favored
carriers in Europe.
American Airlines
“Great is what we’re going for”
An American giant, the largest
airline in the world by sheer fleet
strength and number of destina-
tions served. A legacy airline in
America, a household name that
carries the American ideal across
the globe, 6800 flights per day.
Virgin Atlantic
“Your Airline’s Either Got It, Or It
Hasn’t”
Alluring, luxurious, an exclusive
experience. Virgin Atlantic has high
brand recall and a loyal base of af-
fluent customers. A sense of great
taste that is taken into account by
the airline and appreciated by the
people who fly it. However, it is not
as present in emerging markets.
Cathay Pacific
“Great Service. Great People. Great
Fares”
The Hong Kong based airlines has
a legacy attached to it - it is reli-
able, comfortable and wants to give
you a lot more for less. Connecting
all across the globe, once you gain
miles, you’re likely to be sticking
with Cathay Pacific.
British Airways
“To Fly. To Serve”
The spirit of UK, and their pleasant
hospitality at 35,000 feet all across
the world. A dominant player part
of many key alliances makes British
Airways a well known face among
globetrotters.

23. 44 45
Strategy 2.4
Adjacent
Competitors
Qatar Airways
“Going Places Together”
Qatar is about inspiration, of know-
ing tomorrow will bring far more
opportunities than today. That also
requires belief and persistence.
Brand values that make Qatar a
strong choice for new audiences as
the airline comes of age.
Oman Air
“The New Wings of Oman”
Airlines can go a lot further than
just the flight. Oman leads in the
pre and post flight experience, with
the most luxurious lounges and has
a strong presence in the Middle
East. It’s reputation sweetens the
deal for economy travelers as well.
Korean Air
“Excellence in Flight”
Eco-friendly, efficient, elegant.
Korean is a reliable option flying
across Asia. Fliers of Korean are
extremely loyal, choosing to go
worldwide with the carrier they can
always trust.
China Southern Airlines
“Always Cheaper Than On The
Ground”
Time is valuable, and China
Southern wants to give you more
of it. With the largest air transport
network in China, it is growing ex-
tremely rapidly - championing high
traffic routes.
Turkish Airlines
“Globally Yours”
Getting there on time every time
shouldn’t mean service should be
sacrificed. Turkish brings the best
of both worlds, with a highly reput-
ed onboard cuisine. All that at a
price that gives you more to spend
on the vacation.
THAI Airways
“Smooth as Silk”
A finely crafted, intricately de-
signed experience, THAI has
gained global recognition through
highly recognizable branding and
a reputation for hospitality to look
forward to. With a fresh fleet, their
economy and business options are
enticing.

24. 46 47
Strategy 2.4
Aspirational
Competitors
Singapore Airlines
“ A Great Way To Fly”
One of the most awarded onboard
experiences, Singapore Airlines
brings redefines luxury travel. With
innovative business and first class
experiences, and a reputation for
reliability you’d wish you were flying
on Singapore instead.
Lufthansa
“ Non Stop You”
German ingenuity, engineered to
perfection, Lufthansa gets you
there on time - and feeling ready
for the day the minute you step
off. A European favorite, boasting
extremely strong brand recall and
presence.
Qantas Airways
“The Spirit of Australia”
A long held heritage of hospitality,
Qantas has a highly regarded brand
known across the globe. Bringing
Australian imagination, the spirit
of exploration to the scale of the
planet.
Air France
“France is in the air”
Flying shouldn’t have to be en-
dured. Air France puts the fun in
flying. With its unrivalled culinary
experience, boldly displaying its
French values - artistic, beautiful
and exciting.
Etihad Airways
“From Abu Dhabi to the World”
Built on Arabian luxury, Etihad’s
planes are decked out with incredi-
ble experiences such as an onboard
residence with 3 rooms. As such,
it has a reputation and association
with indulgence and a status sym-
bol, giving you more for more.
ANA All Nippon Airways
“We Fly First”
Fueled by Japanese innovation,
ANA focuses on the security,
safety and reliability of its flights.
An option that requires no second
thought to any destination world-
wide.

25. 49
48 Strategy 2.5
Differentiating Through Experiences
Strengths Trans World Air comes as a fresh face, despite our long
held legacy. We are here to redefine what the promise
of TWA means, and will be positioned to appeal to the
new wave of luxury travelers worldwide. With a clear
focus on providing a memorable in-flight experience
inspired by the fabulous 50’s and sensual 60’s, we
will be set apart from the traditional flag carrier. The
perception of a TWA plane is no different from that of a
luxury hotel - down to the finest detail. All our pas-
sengers matter to us, and our no compromise econo-
my makes flights across the globe no longer tests of
endurance.

26. Strategy 2.6
Strengths
A pioneer airline brand comes
with a vast amount of heritage and
legacy.
Heritage of the brand embodies
that feeling they were there from
the beginning.
Weaknesses
Being a mature brand, TWA has to
have relevancy when compared to
its larger competitors.
The older brand stigma still lingers.
Opportunities
Many airlines don’t have a brand
voice that contains character which
TWA has and is an element that
gives any brand longevity.
Having a niche and clever ideas
will make any brand current and
relevant.
Threats
Making sure the company is staying
relevant in the congested market of
airlines.
Staying current is the start and
finish of any brand.
SWOT Analysis
50 51

27. 52 53
Strategy 2.7
Absolutely No Compromises
For an airline defined by opulence and grandeur, the
idea of a compromise is a fearful one - the slightest
drop in quality can ruin our image.
The current design of the A320 did not offer the sort
of space we needed, so we decided to re-design the
cabin taking away all of economy and business class
and replacing it with one that trumps both. Utilizing
the finest materials and making sure each passenger
has space to breathe and move was crucial. Such an
offering will be unparalleled in the current market.
Repositioning

28. Title
1.1 55

29. Title
Legacy 1.1
56
57
Timeline
History
Mission
Rebranding Objective
Brand Keywords
Promise
Soul
Yesterday’s Personality
Today’s Personality
3 IDENTITY
57
3.1
The Old
3.2
The New
3.3
Logo Mark Development
3.4
Word Mark Development
3.5
Combination Mark
3.6
Similar Logos
3.7
Marketplace Logos
3.8
Logo Guidelines

30. 58 59
Identity 3.1
Mundane Connections, Not Memories
TWA had many highs and many lows. Howard Hughes
had a grand vision for the airline that got watered down
over the decades. A promise of new, sleek and ex-
travagent attracted the great designers and innovators
of the time. Pioneering hospitality in the air came with
a consistent brand image - the dual stripes, the striking
red in the sky and a glamorous lifestyle - making air
travel seem less intimidating for people flying for the
first time. However, the rich storytelling and creative
expression could not stand the test of time.
The Old

31. 60 61
Identity 3.2
Flying in the New Age
The new brand of TWA comes with a simple idea at the
core of its identity - optimism. Re-imaging the atti-
tudes of the sixties, when people believed the golden
age was ahead of them, with the ability to imagine a
grander tomorrow. Fueled by human progress, it is
belief that can take on a timeless quality. The visuals
and voice - vibrant yet simple are unified in telling this
story.
The New

32. 62 63
Identity 3.3
Logo Explorations

33. 64 65
Identity 3.3
Abstraction vs. Comprehension
It was essential that the acronym “TWA” did not be-
come completely illegible by abstracting the letter-
forms into forward moving shapes. Several iterations
were then required to achieve a balance.
Refined Logos

34. Title
66 67
Identity 3.3
Digital Drafts

35. Title
68 69
Identity 3.3
Final Logo Mark

36. 70 71
Identity 3.4
Achieving Graphical Consistency
The logotype had to share some DNA with the logo,
and the iterations explored utilizing different compo-
nents of the design of the logo and incorporating it
with letters.
Wordmark
Development

37. 72 73
Identity 3.4
TRANS WORLD AIR
TRANS ORLD AIR
TRANS WORLD AIR
TRANS WORLD AIR
TRANSWORLDAIR
TRANS WORLD AIR
TRANSWORLDAIR
TRANS WORLD
AIRLINES
TRANS WORLD AIR TRANS WORLD AIR
TRANS WORLD AIR
TRANS WORLD AIR
TRANS WORLD
AIRLINES
TRANS WORLD
AIRLINES
TRANS WORLD AIR
TRANS ORLD AIR
TRANS WORLD AIR
TRANS WORLD AIR
TRANSWORLDAIR
TRANS WORLD AIR
TRANSWORLDAIR
TRANS WORLD
AIRLINES
TRANS WORLD AIR TRANS WORLD AIR
TRANS WORLD AIR
TRANS WORLD AIR
TRANS WORLD
AIRLINES
TRANS WORLD
AIRLINES
Digital Drafts

38. 74 75
Identity 3.4
Expressive yet Understated
The logotype flows with the logo by the introduction
of similar spacing, and cutting off of letters, as in the
logo. These can be seen in the “R” and “A” alphabets.
Final
Wordmark

39. 76 77
Minimal, Clean, Sophisticated
Identity 3.5
Combination
Mark Place preference on the logo mark in most use cases,
but in promotional communications, always use the
combination mark.

40. 78 79
Postmodern Abstraction
Identity 3.6
Similar Logos A lot of the work of postmodern graphic designers
such as Saul Bass and Paul Rand serve as inspiration
for our modern TWA logo.

41. 80 81
Movement first
Identity 3.7
Marketplace
Logos There is an element of the forward slash, of showing
forward movement and sweeping forms. This was a
crucial communicative element that was also an
influence on our new logo.

42. 82 83
Identity 3.8
Standard Usage Rare cases
The horizontal mark should be used as a standard.
In internal brand communications, and brand
extensions. The logo mark by itself is to be used
secondary to the combination mark.
The vertical mark should be utilized in cases where the
logo mark is graphically allowed to be larger in size so
that the wordmark is legible underneath.
In Line Usage Vertical Usage

43. 84 85
Keep It Clear
Identity 3.8
The invisible box around the logo is the minimum blank
space that must be left around the logo, it is about 1in
on all sides.
When being placed at the corner of a page, it must be
lined up to the top edge.
The combination mark cannot be used below 2
inches in width and cannot be sized down to fit
placement due to legibility issues, in that only
use the logo mark.
Clear Space Minimum Size Legibility is Essential

44. 86 87
Identity 3.8
Logo Colors Combination Mark Logo Mark
The combination mark must be used either in dusk red
when on white backgrounds, or in white, on colored
backgrounds. Utilize dusk red when on a white image.
The logo mark must be used either in dusk red when
on white backgrounds, or in white, on colored back-
grounds. Utilize dusk red when on a white image.

45. 88 89
Identity 3.8
Dont’s Keeping the Mark Consistent
Adhere to the aforementioned guidelines and ab-
solutely avoid making changes to the logo, such as
shown here.
TRANS WORLD AIR
Don’t stretch Don’t rotate
Don’t retype logotype Don’t turn upside down
Don’t use a busy background Don’t add graphics
Don’t distort Don’t use similar color

46. Title
1.1 91

47. Title
1.1
93
4 VISUALS
93
4.1
Typefaces
4.2
Color Palette
4.3
Voice
4.4
Photography Style
4.5
Iconography
4.6
The Plane
4.7
Website
4.8
App
4.9
Advertising

48. 94 95
Visuals 4.1
Display and Headlines
The typeface TWA uses for headlines is Tungsten. A
condensed typeface with a lot of character and expres-
sion, inspired by modernist design for striking visual
impact. This personifies the optimism and energy that
resonates with the brand. Headlines should be writ-
ten in title case, in bold weight. Tungsten can also be
used for sub-heads, in a semibold or medium weight to
Primary
Typeface
Cap-Height
X-Height
Baseline
Descender
TUNGSTEN
14 | 24 | 200 | 400
Bold
Semibold
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Ag

49. 96 97
Visuals 4.1
Body Copy
The typeface TWA uses for body copy is Fakt Pro. A
highly legible sans-serif, with very balanced propor-
tions and machine-like precision that offers great
contrast to the headlines. It also works with the brand
to show a sense of modernism, curation and sophicti-
cation. Although the normal weight should be used for
copy, Fakt Pro’s semibold and medium weights is also
available for paragraph heading and highlighting text
respectively.
Secondary
Typeface
Ag
Fakt Pro
8.5 | 12 | 24
Semibold
Medium
Normal
ABCDEFGHIJKLMNOPQRSTU-
VWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Cap-Height
X-Height
Baseline
Descender

50. 98 99
Visuals 4.2
Sunset on the Beach
Color Palette
DUSK
RED
PMS
200 C
CMYK
C0 M82 Y80 K25
RGB
R190 G34 B38
HEX
#BD2428
DAWN
ORANGE
PMS
1645 C
CMYK
C0 M61 Y82 K14
RGB
R219 G85 B39
HEX
#DB5527
NOON
CITRUS
PMS
1495 C
CMYK
C0 M40 Y88 K2
RGB
R251 G150 B31
HEX
#FB961F
MIDDAY
GOLD
PMS
1625 C
CMYK
C0 M21 Y52 K9
RGB
R233 G185 B113
HEX
#E9B971
EVENING
GREEN
PMS
7734 C
CMYK
C53 M0 Y51 K65
RGB
R41 G88 B43
HEX
#29582B
MIDNIGHT
INDIGO
PMS
281 C
CMYK
C57 M49 Y0 K70
RGB
R33 G39 B77
HEX
#21274D
Our color palette is based on the shades of the sky and
the time of the day. Our colors are bold and expressive,
but are used conservatively with a lot of white space.

51. 100 101
Visuals 4.3
Witty, Charming and Nostalgic
TWA is here to elevate one’s voyage from destination
to destination. Extravagance, lavishness, and opu-
lent are a few words to describe the tone that will be
infused throughout the brand.
Our Voice

52. 102 103
Visuals 4.4
Travel the Globe in Boots
Photography must reflect the lifestyle of the TWA pas-
senger - who has great taste, an appetite for luxurious
experiences and a confident and inspired demeanor.
Photography
Style
Destinations
Show destinations with an emphasis on an open sky.
Show the hues of the day - sunrise, sunset or clear
blue. Recognizable landmarks to denote destinations
as shown here, are preferred.
People
People should be shown as con-
fident, in neutral tones. Photog-
raphers should try to incorporate
movement into their posture.
Products
To show the TWA experience,
product photography may be used.
In this case, the brand colors must
be emphasized and products must
be placed in context to the service.
Adventures
We encourage great adventures,
and showing them is an important
part of our branded content. Show
inspiring moments so a person may
be able to imagine themselves in it.

53. 104 105
Visuals 4.5
Airport Code
We have a system of secondary graphics based on the
airport codes of the destinations we fly to. In order to
bring together the airports of the world into a univer-
sal language, we created a system of shapes based
on squares, triangles and circles in place of tradition-
al typography, creating an abstract typeface called
“Airport Code”. This shapes can then be manipulated
to add flavor and brand recognition to all promotional
communications, as well as to brand the on-ground
lounges and check in counters at airports. This also
gives passengers a sense of belonging, as they get to
choose a home base and have a customized expe-
rience when they receive membership cards, and
through other branded merchandise.
Iconography A B C D E F G H
I J K L M N O P
Q R S T U V W X
Y Z
SQUARE FOUR
QUADRANTS
REPEAT ONLY ONE
SHAPE + VARIATIONS
USE ONLY ONE SHAPE PER LETTER
REDUCES VISUAL TENSION BETWEEN LETTERS
MAKES EACH LETTER DISTINCT
+ + =

54. 106 107
Visuals 4.5
Make It Feel Like TWA
The iconography will be used throughout the brand’s
graphic system. From baggage tags, to digital in-
terfaces with the brand, to promotional advertising
and physical touchpoints at the airport. Here are a
few examples of iconography in use. It should always
be paird with the Airport Code typed out and can be
placed as such in variable combinations.
Airport Code
Applied
MOSES LAKE, WA
SFO–
JPN
DLT—SFO JPN—GTI
SFO
NYC
Jetsetter’s
Lounge
MWH ORLANDO, FL
ORL

55. 108 109
Visuals 4.6
TWA’s airplane carries some signature graphic ele-
ments and branding. The double stripe, horizontal
combination mark, hues of Dusk Red to give the im-
pression of flight and the signature mark on the tail.
This will make TWA planes highly recognizable and
distinctly eye catching at the airport.
Inspired by the spirit of flight
The Airplane

56. 110 111
Visuals 4.7
Discover the World of TWA
The website has a simple design, featuring TWA’s
many destinations and functions as a portal for
members of the Jetsetter’s Club. Customers will also
be able to book their flights directly on the website.
Website

57. 112 113
Visuals 4.8
Instant, Effortless Access
Passengers flying on TWA may
check in on their mobile app, track
their current flight and book other
flights as well. They may use it to
check into the many lounges we
have across the world. The app also
syncs with your phone OS to send
you reminders about flights.
App

58. 114 115
Visuals 4.9
The Golden Age, Revived
Incorporate our recognizable iconography along with
copy and imagery that invoke a luxurious lifestyle and
showcase the destination - an elegant solution that
works across platforms for consistent, entertaining
promotional content.
Advertising

59. Title
1.1
117
117

60. Title
1.1
118 119
Timeline
History
Mission
Rebranding Objective
Brand Keywords
Promise
Soul
Yesterday’s Personality
Today’s Personality
FUTURE
5
119
5.1
Collateral
5.2
Merchandise
5.3
Costume
5.4
Emerging Markets
5.5
Business Extensions
5.6
Extensions Expanded

61. 120 121
Future 5.1
It’s All In The Materials
By making sure we use premium matrials, such as
foil stamping on the business cards, the same idea
of luxury can permeate through the brand’s graphic
language in physical collateral.
Stationary
System

62. 122 123
The Brand in Motion
Future 5.2
TWA Passport (below)
TWA Luggage Tag and Suitcase (right)
Branded Content

63. 124 125
5.2
Future
TWA Menu(below)
TWA Boarding Pass (right)
Keeping it Simple
Flight
Essentials

64. 126 127
Our uniforms honor the vibrant era of the 60s, making
a statement with our passionate dusk red. Paired with
off white and black, it is a staple that can be applied to
uniforms throughout our touchpoints - from lounges,
to flight attendants and captains.
Welcome Aboard
Future
Uniforms
5.3
Elegance is Understated
To complement the vibrant uniforms of our attendants,
the cabin and seats will take on a beautiful, warm white
tone. Crafted with the finest materials, with red used
as an accent in other in flight amenities.
Cabin

65. 128 129
5.4
Future
In order to make TWA synonymous with prestige and
class all across the world, and a symbol of American
heritage - the lounges will play a key role as a part of
the strategy on the ground.
By offering a significant upgrade over other luxury
airlines, we will create intrigue and bring in new pas-
sengers from massive markets in India and China who
may not have been aware of the airline in the past few
decades. They are traveling more than ever, selectively
spending on luxury hospitality while sacrificing on a
few other luxuries. These will find much more value in
flying TWA.
Our consistency and tasteful style will act as a stan-
dard and make our brand trustworthy for these new
audiences. We will also focus on specialty flights to
popular destinations in Europe, that are fueled by pas-
sengers increasing interest in nature as well as cultural
tourism. Beautiful places, wonderful journeys.
A Worldwide Name
Emerging
Markets

66. 130 131
Future
PHASE ONE
TWA Vending Machines
Branded vending machines placed
in airports containing luxury items
(i.e. champagne, caviar, and luxury
luggage)
TWA Streaming Service
A music streaming service based
off of the 50s - 60s (music, news,
and pop culture)
Business
Extensions
TWA presents “On the Runway”
A family event that is on a flight
tarmac that will promote family but
still with luxuries of the airlines.
Multiple stopping points will be set
up to show the highs to flying.
TWA x Louis Vuitton
A set of specially co-branded luxu-
ry suitcases from in iconic style.
TWA on the Sahara
A safari-themed flying experience
where the airlines will travel to
different regions in Africa to have
fliers see this magnificent land
filled with exotic animals.
TWA x GUCCI
A luxury golden age of flying based
clothing line in collaboration with
the funky luxury brand.
5.5
TWA Club
An elite members-only club where
people who enjoy the same quali-
ties of life take group travels.
TWA Furniture
Sleek and funky furniture inspired
by the 50s
TWA Flight Academy
A flight school that is made to cater
to elite pilots in training
TWA Camp
A summer program that introduces
the flight program to the youth by
showing them the steps to becom-
ing a pilot and flight attendant.
Virtual reality would be added to
In-Flight Survival Kit
Cross branded items including
neck pillows, sleep aids, and head-
phones that would cater to quality
over quality. These items would be
all luxurious in feeling to match the
TWA Action Figures
Collector dolls would be created
in all the major cities airports and
they would include famous figures
from that area. Also, exclusive
drops would happen to encourage
travel while promoting these exclu-
sive figurines.

67. 132 133
Future
PHASE TWO
Business
Extensions
Travel Agency
A travel agency that will pair an
adventure along with the TWA
flight. All travel arrangements will
be based on luxury essentials
Pop Up Time Capsules
Showcasing all the great moments
that made this era a staple for
American history
TWA Afloat
Bringing the same class from the
air to the waves. Yacht parties with
the same voice and tone to promote
these elite, on the water parties.
TWA Magazine
A magazine made that is heavily
inspired by the “fabulous 50’s”
and sixies pop culture. This gives
viewers a glimpse into this era of
awakening.
5.5
TWA presents AirWaves
A music fest held in the cities
where the airlines are located. The
festival would include all 50s - 60s
based pop culture references
TWA Diner
Eatery based off the era in spunky
way to attract a targetted audience
who enjoy the fabulous 50s
TWA Housing
A service that provides riders with a
home away from home in-between
traveling.
TWA TV
Channel based on the airlines and
the decade. Advertising catered to
this era in a creative and nostalgic
manner
TWA Game App
This interactive app allows the user
to be in control of their flight and
make sure all people aboard the
plane satisfied. Keep your satis-
faction rate up to move to the next
TWA Art Show
Artists will make pieces that reflect
an elevated inflight experience. All
the artist’s works will be show-
cased on the airline’s websites, and
at their terminals.
TWA x BREITLING
A series of co-branded luxury
watches made in a limited run spe-
cially for aviation, an exclusive item
custom designed, and a treat for
aeronauts everywhere.
TWA x DOM PERIGNON
A select collection of Dom Perignon
champagne will be made available
at our signature lounges across
Europe.

68. 134 135
Future
PHASE THREE
Business
Extensions
TWA Credit Card
A credit card that is provided
through the airlines, however,
can be used in your personal and
achieve points. These points can
be submitted to receive discounted
flights and airline perks.
TWA Pups
A flight program to give the same
luxuries provided to the pet owners,
given to the furry friends. Special-
ly made jets that would ease the
flight experience for animals and
give them all high-quality food and
service.
TWA Space
Higher quality at an even high-
er altitude. All luxury flight while
staring down at the earth. This
space program is super exclusive
but provides a moment that is truly
once in a lifetime.
TWA Giving Back
Flights would be made to travel to
struggling cities across the globe
and provide these places with
supplies and care. Airplanes would
be stocked with food, clothes, and
items to help out these areas.
5.5
TWA Fashion
Fashion line that is a fusion of the
50s - 60s, mixed with airline class-
iness.
TWA Swimmers
A synchronized swimmers program
that would be used to show experi-
ences from above. These swimmers
would be performing in large bod-
ies of water to show an elaborate
performance.
TWA Spirits
Branded alcoholic beverages that
cater to the brand’s nostalgia and
embracing the high spirits of the
era
TWA Health Spa
A spa made to cater to individuals
coming to and from the airport. The
spa would include all high-quality
products and services.
Trans World Air on Broadway
A broadway show inspired by the
early 60s and would be taken place
on a TWA flight. This would give a
more comical and theatrical side to
the airline while still promoting the
brand.
TWA Studios
A movie studio used to produce
films originally made in the 50s -
60s in a modern form
TWA x ROLLS ROYCE
TWA will offer the ultimate luxury
experience in the form of a Rolls
Royce chaffeur service for our First
Class passengers.
TWA x BVLGARI
A set of luxury amenities will come
along with every seat. A range of
their perfumes and skincare
products will come with every seat.

69. 136 137
Future
A magazine made that is heavily inspired by the “fabu-
lous 50’s” and sixies pop culture. This gives viewers a
glimpse into this era of awakening and also keeps them
up to date on the latest from TWA. It will be available in
flight and at our lounges. The stories would cover new
destinations and showcase the TWA lifestyle.
Our Magazine
TWA
Jet
5.6
To engage the community of frequent flyers that travel
for concerts and music festivals, we will call upon the
artists making waves in the industry and give them a
platform set in a scenic destination in Belgium. This
will be an exclusive event and planes will fly passen-
gers from all across the globe to the destination.
The themes would be retro, with several genres rep-
resented from house to disco. The festival would also
include all 50s - 60s based pop culture references.
Title
AirWaves
Music Festival

70. 138 139
Future
In order to train pilots for the future of the airlines - we
will create an academy that specially trains our pilots
and also inculcates a discipline and attitude associ-
ated with the brand. The program will be available to
youngsters right out of high school, who want to take
up civil aviation as a serious profession, There will be
key centers located in America, it will be a flight school
that is made to make the elite.
Our Pilots are a Class Apart
TWA
Flight Academy
5.6
Welcome to the Jetsetter’s Lounge. You’ve got access
to a network of world’s most luxurious airport lounges.
No matter where you fly, you never have to wait in line
again.
Your pass, with a unique code bearing the symbol of
your home airport, gives you access to the multicuisine
buffet, as well as our business area where you can get
high speed internet on us.
Exclusively Yours
TWA
Jetsetter’s Club

71. 140 141
Future
Eatery based off the era in a spunky way to attract a
targetted audience who enjoy the fabulous 50s. These
will be put up in lounges across the world and will
bring a sense of classic American heritage to the expe-
rience. Passengers will also be able to access a similar
fine dining experience in flight.
Ah, the Glorious Sixties
TWA
Diner
5.6
A travel agency that will pair an adventure along with
the TWA flight. All travel arrangements will be based
on luxury essentials. For passengers that are not sure
what to do on an impromptu vacation, we will take care
of all the arrangements so they can take in the experi-
ence, hassle-free.
Another One Off the Bucket List
TWA
Journeys

72. 142 143
Future
Higher quality at an even higher altitude. All luxury
flight while staring down at the earth. This space
program is super exclusive but provides a moment
that is truly once in a lifetime.
The initiative brings with it an aspirational quality
about the future of flight and travel. TWA would
continue to innovate and bring the finest hospitality
to the interplanetary flights of the future.
To experience this not so distant reality, immersive
experiences at airports in virtual reality would give
bored passengers something interesting to discover.
Morever, this would create hype for the exhibitions
where space-crafts and pilots would be showcased.
The Future, as Imagined by the Jetsons
TWA
Space
5.6
Flights would be made to travel to struggling cities
across the globe and provide these places with sup-
plies and care. Airplanes would be stocked with food,
clothes, and items to help out these areas.
Additionally TWA’s special fleet of helicopters nor-
mally used as a service for First Class travelers will be
deployed to aid in getting supplies and essential life
saving equipment to remote areas when called upon
for assistance.
Going Beyond Service
TWA
Giving Back

73. 144 145
Future
Fashion line that is very retro, portraying the 60s
through the 90s mixed with airline classics that harken
back to the golden age of not only airline travel, but of
culture and entertainment.
TWA will bring a fashion show to the airport, with a
pop up store across the world. This will bring togeth-
er famous international designers and challenge the
perceptions of air travel. Additionally, invitations will
be sent out to fans and influencers in the form of VHS
tapes.
A Fashion Show at the Airport
TWA
Fashion
5.6
Passengers at key airports across the world can avail
of the TWA Housing service, where they may rent a
studio apartment for the night in an airport hotel.
TWA would assist them with the travel documents and
bring a five star experience for a night when rest is
curcial in between long flights. Passengers may pre-
book this service along with their flights.
A Home Away from Home
TWA
Housing

74. 146 147
Future
A broadway show inspired by the early 60s and would
be taken place on a TWA flight. This would give a more
comical and theatrical side to the airline while still
promoting the brand.
Real actors from Broadway will be brought to perform
in an effort to get people excited and talking about
TWA. We will also encourage the hashtag
#twaexperience so that people will look forward to
even more inspiring events on their next vacation.
A Charming Surprise
TWA
On Broadway
5.6
Bringing the same class from the air to the waves.
Yacht parties with the same voice and tone to promote
these elite parties on the water.
TWA will have a cruise ship that comes as an addition-
al perk with the Jetsetter’s Club. Passengers of TWA
can enjoy the company of others here, and also make a
few new connections on the move.
Extending the lifestyle
TWA
Cruise