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It's Your World

basics
Industry: Transport & Tourism
Media:Design & Branding
Market:United Kingdom
Style: Minimalism
descriptioncnen
Synopsis
LEVEL is the first airline solely dedicated to low cost, long-haul travel, operated by International Airline Group (IAG). By offering ticket prices as low as €99 from Barcelona to Los Angeles, the airline levelled the playing field, making long-haul travel affordable to a whole new generation of traveller. Inspired by aviation history but updated for the modern age, we created an entire identity for the airline, and applied it across every touchpoint including livery, advertising, posters, packaging and even the safety film. LEVEL was the most successful airline ever launched, with 52,000 tickets being sold in the first 11 hours; the IAG share price jumped 3.5%. Due to this success, LEVEL has expanded from its initial hub in Barcelona across Europe, including Paris, with more to follow. Routes added include NY, Boston, Montreal, Guadeloupe and Martinique.
Outcome
LEVEL is famous in the travel industry as the most successful airline launch ever – 52,000 tickets were sold in the first 11 hours. Due to this success, LEVEL has expanded from its initial hub in Barcelona across Europe, including Paris, with more to follow. Routes added include NY, Boston, Montreal, Guadeloupe and Martinique.
Execution
The LEVEL visual identity is inspired by the global language of travel, from early aircraft insignia to modern aviation typography, updated for the modern age. We wanted to create a simple and distinct identity with a ‘utilitarian chic’ aesthetic, which would reflect a stylish value-led offer. We started with our minimalist logo and expanded this into a series of vibrant patterns for the identity. We then used the same technique to create destination images, reducing information down to key shapes and colour to represent places in a distinctly LEVEL way. Distinctive. Branded. Hard-hitting. And romantic.
CampaignDescription
LEVEL it’s your world. LEVEL is more than just a name. It’s a promise to democratise long-haul travel; levelling the playing field, so a whole new generation can experience the world. We wanted to create a distinct and efficient identity for the airline that felt geographically neutral and accessible to all cultures. The LEVEL logo is a subversion of the flag motifs used by traditional ‘flag-carriers’. It is a masterpiece of minimalism, a bisected square depicting blue sky over green earth, representing freedom and travel for all. We then used the same reductive technique to create a series of patterns and images representing different locations, and created destination posters for the airline. Simple statements, made clearly.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Design
Communication > Posters
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