Etihad Airways
2020
Collaborative Project:
James Urlini, Kenen Machado
Art Direction, Branding
2020
Collaborative Project:
James Urlini, Kenen Machado
Art Direction, Branding
This project comprises the development of a visual identity system and bilingual typeface for Abu Dhabi-based Etihad Airways. The new visual identity of the airline serves to showcase its position in the global economy, the growing arts industry of Abu Dhabi and the multiculturalism of the UAE.
As one of the few airlines that serves to bridge and connect the “east” and the “west”, Etihad Airways is uniquely positioned to incorporate both Latin and Arabic scripts and aesthetics under one brand.
Drawing inspiration from the architecture, landscape, culture and history of Abu Dhabi and the United Arab Emirates, a colour palette was developed that aims to modernise the brand and appeal to audiences of all ages.
The modular type utilises common modules to construct the latin and arabic letterforms. In addition, the use of thick vertical lines and thin horizontal lines reinforces a shared visual language and allows the two writing systems to read as one.
As one of the few airlines that serves to bridge and connect the “east” and the “west”, Etihad Airways is uniquely positioned to incorporate both Latin and Arabic scripts and aesthetics under one brand.
Drawing inspiration from the architecture, landscape, culture and history of Abu Dhabi and the United Arab Emirates, a colour palette was developed that aims to modernise the brand and appeal to audiences of all ages.
The modular type utilises common modules to construct the latin and arabic letterforms. In addition, the use of thick vertical lines and thin horizontal lines reinforces a shared visual language and allows the two writing systems to read as one.
