Final Conclusions

After 15 weeks of work on the re-branding of the Italian airline Alitalia, I can say I am proud of the work accomplished. Although the deliverables are less than what would really be given to the client, the deliverables I chose to hand in express the new identity and branding of Alitalia. The process changed very much from the initial developments to the final. I believe that with the help of faculty and student collaboration, the end result was a strong concept and development. Although it may sound easy to re-brand a company, especially an airline, it is not. There is a lot of research, development and iteration that needs to be done. However, that is what makes design so enjoyable.

After gathering all my research from what current airlines, to what airlines have done in the past, seeing the competition directly with Alitalia and speaking with Alitalia itself, the new identity is much improved and can stand amongst the top airlines internationally. The audience said that the new identity still maintained the class of Alitalia and nostalgic appeal, but now had a more vibrant and fresh appeal. As well as doing the basic stationary, I developed new advertising, plane decals and a new check in service with the use of a smart phone.

The help of the audience improved my final design approach tremendously in helping find what the audience was looking for. Again, although I did not go far from my initial thoughts and concepts, the critiques from students and faculty members made the project what it is today.

Final Deliverables

Logo

The new word mark is a slight update to the previous word mark that has been in circulation for the past 8 years. Keeping with the same color palette, the new word mark now shows the name Alitalia in all capital letters and keeping the iconic red accent. The new word mark is a more modern and sleek version of the past.

Typefaces.

The typefaces used in the new branding for Alitalia are as follows:

Trade Gothic – Word Mark

Eames – Secondary typeface

Rotis – Body copy for written material and small text

Stationery

Business cards

The new business cards stay true to the standard format of 3.5in x 2in and show the word mark on the front of the card, with strictly the A on the back and the employees information. The Alitalia green is used as the dominant color.

Letterhead

The letterhead measures at European sizing (8.3in x 11.7in). Keeping it clean and sophisticated, the single “A” from Alitalia is used as the identity as well as the Italian flag acting as an accent at the bottom of the page.

Envelope

The envelope is an alternative to standard envelopes. This style can make the paper fold strictly in half and provide a larger format to stand out to customers and employees. Again, the envelope displays strictly the “A” from Alitalia and the Italian flag as an accent on the flap.

Mille Miglia Card

The Mille Miglia card is the new frequent flyer card from Alitalia. The new card features a more classic and wealthy aesthetic to the Alitalia branding. This card is used to track the passenger’s travels and award points to further flights. Also, the card can be used to have express check in, express baggage check and be able to enter any Alitala First Class Lounge worldwide.

Aircraft

The new decal on the aircraft is quite a change from the previous designs on the Alitalia planes. The new aircrafts provides more dominant Italian colors in the green, white and red. As well, a gradient is provided from the nose of the plane to the back creating the effect that the plane is going at speeds so fast, the paint begins to disappear. These new decals can now make Alitalia stand out amongst a fleet of its competition.

Advertising

The advertising for Alitalia was inspired by the true glamour of the 1960s and 1970s when La Dolce Vita was the expression on the town. Taking from the colors of Italy and classic black and white photography, the advertising captures the audience by not only the solid color, but also the settle image of the customer imagining it is they in the ad. With the tagline, “Be Italian” the audience understands that is the true lifestyle of Italians in these ads.

Boarding Pass

With technology and the boom of smart phones, the boarding pass in print has almost become obsolete. Alitalia has developed an App that can be downloaded for free and your boarding pass can now be digital.

The boarding pass features clear and straightforward information such as seat number, flight number, travel information and flight times.

Check in service

The new check in service at Alitalia is state of the art. At major airports internationally, the Alitalia check in service can be found with express baggage check and a staff member also on hand to assist you with any problems.  

First Class Handout

These little booklet is given out to our first class passengers on board. The booklet consists of a menu, entertainment options, a drink menu and a comment card. The cards can be changed monthly and comes in a green folder.

First Class Lounge Booklet

This First Class Lounge booklet is given to our first class passengers, as well as passengers thinking of joining out first class customer service program. The booklet has information on check in service options, first class amenities, lounge features and benefits of joining the Mille Miglia program.