Client

Northwest Airlines

Discipline(s)

Brand Identity, Logo Design

Role

Graphic Designer, Brand Designer

Software(s)

Adobe Creative Suite

Description

Northwest Airlines was a major U.S. commerical airline founded in 1926, originally serving mail routes before expanding into passenger travel across the globe. Headquartered in Minnesota, it became one of the largest international carriers before merging with Delta Airlines in 2010.

This case study is a modernized rebranding and the (what if?) Northwest Airlines were to still exist today.

A key factor of Northwest’s past logos and branding was its red triangle that supposedly ressembles a compass with a circle around it.

One of the biggest issues I personally had with the logos was how uninspired it looked. The triangle didn’t give much cleverness to the “Northwest” direction it was supposedly pointing.

With my new idea for the branding, I wanted to give more clarity to the compass logo, while also maintaining its original perfect triangular shape.

For the wordmark, I used avenir black as the primary logo font. Though, I designed the “NW” marks separately, so they could work together as a separate wordmark.

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