Recognizing the transformation of the airline industry and the considerable challenges it faces in Europe, the CEOs of Air France-KLM, easyJet, IAG, Lufthansa Group and Ryanair came together in 2015, uniting beyond traditionally perceived divides between legacy and low-cost carriers. In an unprecedented way, the five largest European airlines decided to form a single voice for aviation’s most pressing issues in Brussels.

Today, Airlines for Europe (A4E) counts 16 leading airline groups as its members, representing over 70 per cent of European air traffic. New carriers both big and small, from low-cost to leaser, legacy and cargo have joined. Beyond airlines, global manufacturers such as Airbus, Boeing, Embraer, GE, and Thales have also become members of A4E.

Pentagram developed a new brand identity for A4E that centers on a streamlined mark. The logo was designed from scratch but incorporates the idea of the old logo, which consisted of the letters A4E. Shadings and unnecessary details were removed to create a strong single color mark––its oblique shape informed by the angles of an aircraft’s tail fin––that uses negative space cleverly and works equally as well in positive and negative.

The redesign extends to a new website design, merchandising, infographics, printed newsletters and publications.