JetBlue

Air on the side of humanity.

A connected visual identity, from the first booking to the experience on board.

Brand identityAirline rebrandingCustomer experience

JetBlue rebranding · Brand film

01 / Overview

A human idea, expressed through design.

This rebranding project takes JetBlue’s “Air on the side of humanity” message as its starting point. Honesty, trust, mutual respect, and a commitment to improvement inform the direction.

The identity extends across the airline experience: aircraft, printed materials, digital interfaces, airport environments, and the cabin.

02 / Identity

One recognizable system.

A blue palette and a distinctive symbol connect the brand’s touchpoints. The brand book defines the use of logo backgrounds, scale, color, typography, and symbol construction.

From guidelines to everyday materials

The same identity carries through correspondence, business cards, and stationery.

Brand message

Air on the side of humanity.

↔ Drag to explore

JetBlue aircraft tail variation 1 — Tail exploration / 01

JetBlue aircraft tail variation 2 — Tail exploration / 02

JetBlue aircraft tail variation 3 — Tail exploration / 03

04 / Experience

The brand, throughout the journey.

Passenger touchpoints are grouped into three stages, showing how the proposed identity carries from digital planning into physical environments and on-board details.

Application map · Proposed brand touchpoints

01Before departure

Digital and printed materials set a consistent tone for the journey.

02At the airport

Large-scale branding connects the terminal, check-in area, and campaign placements.

03On board

The visual system continues through the smallest details of the passenger experience.