TAP Air Portugal
Identity and Branding
Identity for the Lisbon-based airline servicing international travelers to Portugal since 1945 with arms wide open.
TAP Air Portugal emerged in 1945 to connect Portugal with the rest of the world, offering an experience “beyond the clouds” on land and in the skies. They are driven by safety, sustainability, trust, proximity and passion. These values are embodied in the revamp of their corporate identity structure, beginning with the logomark.
The rich history of the airline includes a number of logos, one of the most iconic being a 1979 mark. The revised brandmark revisits the heritage of this legacy logomark, building upon its symmetry and 40° angle, while modernizing it for applications in various scales and in digital mediums.
The TAP “Window” was designed from the symmetrical form of the “AP” and serves as a graphic device throughout the system, framing imagery and illustration. Using a customized Parafina by Feliciano Type brings the identity to a nostalgic 1960s, the golden era of air travel. This aesthetic extends through the classic advertising layout styles and printed materials.
In 1979, Transportes Aereos Portugueses rebranded to the airline known now as TAP Air Portugal, introducing the first wordmark with "Air Portugal".
Legacy Brandmark (1979)
The TAP Window™ is derived from the symmetrical forms of the logomark.
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