Japan Airlines partnered with digital marketing company Jellyfish to revamp its global visual identity, focusing on expanding its brand appeal for international audiences. Jellyfish worked with the airline’s marketing team to create a fresh design system that honors Japan Airlines’ heritage while modernizing its look for the digital age. Key elements of the redesign include a new dot pattern inspired by the Japanese flag, logo updates for digital use, a bespoke typeface (Aksen), refined iconography, and a simplified color palette. The refreshed identity aims to reflect the airline’s values of hospitality and reliability while creating a dynamic, globally resonant brand experience.
This project illustrates how balancing tradition with innovation can revitalize a brand, making it more adaptable to modern, global markets without losing its cultural roots.
