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THAI Airways International's visual appearance has been developed to furnish a distinctive image to match its rapid growth from a regional airline to prestigious intercontinental carrier of Thailand.
THAI sought to adopt a design connoting exotic destinations as well as to incorporate the idea of solidity, elegance and dynamism. The impact of the previous identity was no longer sufficient for THAI in dealing competitively with other airlines. It was time to develop a new communication system representative of THAI's dominant position and proud tradition of providing the best in travel throughout the Far East.
THAI assigned the task of creating this new corporate identity to the industrial design company, Walter Landor Associates of San Francisco. After a Landor design team familiarized themselves with the way the airlines functioned, the team then visited the country for a thorough and detailed study of the Thai people and their culture. Agreement was reached upon the various elements of a symbol, logo and scheme. All three were deliberately derived from a synthesis of Thailand's highly decorative art heritage.
The THAI logotype was evolved by expert calligraphers for a unique Thai look, combining high legibility and graphic impact. The colour scheme vividly reflected the culture and the country; opulent gold, magenta and purple tones of the new emblem recall the gold of temples, the intensity of Thailand's famous shimmering silks and the brilliant hues of the orchids.
THAI's symbol has elements of traditional Thai architecture and hints of the Thai mythology. Its colours are rich and vibrant and are very much in harmony with the orchid colours that have, over the years, become inexorably THAI. The symbol has been designed in such a way that it expresses flight and speed and thus all the elements that best represent Thailand's own airlines. While the symbol does not depict any one particular object, it conveys a feeling that is Thailand, that is modern and that is flight.
