FlyJordan Branding is an exploratory identity for a Jordanian airline, built on one fact about the country: 70 percent of Jordan's population is under 30, and the median age is 22.4 years. An airline serving that country should not look like a legacy flag carrier. It should look like the people flying it.
The mark
The brandmark is a bird and a paper plane resolved into one shape, pointing upwards. The bird carries freedom, the paper plane carries uncomplicated. Together they name what the airline actually sells, which is easy movement rather than prestige. The logotype splits fly and jordan so the country holds the colour and the emphasis.
The tone
Vibrant colour for a positive feeling. The brand is built on accessibility and is meant to feel like a good friend rather than an institution. That governs everything downstream, including the photography, which is young people mid journey rather than staged cabin interiors.
Applications
Signage, boarding passes and ticketing, a booking site with destination panels, and press advertising built on the line "Yalla, the world is waiting" with fare led routes such as Amman to Beirut. The identity is a self directed exploration rather than a live client brief.
