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.
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 1979 legacy logomark, building upon its symmetry and iconic 40° angle, while modernizing it for applications at smaller 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 Parachute Type brings the identity to a nostalgic 1960s, the golden era of air travel. This familiar extends through the classic advertising layout styles and printed materials.
Legacy Brandmark (1979)
The TAP Window™ is derived from the symmetrical forms of the logomark.