Brand identity for evolution is to develop the original identity, but keep the important part of current design of KLM.
I decided to keep the crown image and the sky blue colour.
The reasons are:
1. KLM is owned by the government and a crown is representative of Holland.
2. The colour represent sky and there is no transportations using the same colours in Holland.
In addition, other airline companies do not use the same colour. It is KLM distinguishable colour.
I developed the current identity by creating Art Nouveau style leaf image and it is also links to Algae, which
KLM airline is going to use as fuel.
The font that I created is new, but reminded the original KLM font.
The idea is keep the important factor from original images, but develop the identity for the future promise.
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