KLM: Flying Blue rebranding

A re-branding of KLM's flight membership programme 'Flying Blue', complete with a new logo, suite of membership emblems and both branding and advertising guidelines

A rebranding of KLM and Air France's Flying Blue membership programme. The project involved creating a new identity that reflected both KLM and Air France's brands, while establishing itself as it's own entity.
The project was extended to create full brand guidelines and advertising guidelines for the programme that instructed viewers on how to position Flying Blue in relation to the airlines, so that the correct values were projected to the right audience.
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