TAP AIR PORTUGAL

DISCIPLINE

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.

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 the legacy logomark, building upon its symmetry and 40° angle, while modernizing it for applications at smaller scales and in digital mediums.

EXPAND PROJECT DESCRIPTION ▼

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 Parachute 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.

TAP_AirPortugal_1979

In 1979, Transportes Aereos Portugueses rebranded to the airline known now as TAP Air Portugal, introducing the first wordmark with "Air Portugal".

JWTAP-01

Legacy Brandmark (1979)

Asset-4@4x

Revised Logomark

JWTAP-03
JWTAP-04

The TAP Window™ is derived from the symmetrical forms of the logomark.

TAPWindows-1
Flapboard
TAP1
A380-Week2
TAP_PrintAds-01
Signage
TAP-Brand-Insta
TAP_PickupAd
TAPSuitcase
TAP_Seats

JUSTIN WONG CREATIVE

All work © Justin Wong unless otherwise noted.

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