Helping an airline take flight
Identity Design
While creating the Air Botswana identity we explored various ways of representing the ‘B’ in Air Botswana in unique and meaningful ways by incorporating Botswana’s rich heritage of basket weaving patterns and mudcloth patterning and hinting at the to and through of air travel through the use of arrows.
The updated identity also gives the 1972 -1998 logo a nod by mimicking a plane through the clever use of its logotype and icon.
Typography and colour palette
We chose the font family Agenor in two different weights as our primary typeface for Air Botswana as it mimics the rounded corners of both the logotype and icon. Gotham serves as a trusted support font in body copy and compliments layouts in its simplicity.
For the airlines colour palette we used Botswana’s national flag colours, light blue, dark grey and white.
Visual language
Air Botswana currently flies to 6 destinations, namely Cape Town, Francistown, Gabarone, Johannesburg, Kasane and Maun. We used the airport abbreviations as one would typically find on an airline ticket of these 6 destinations in combination with the relevant destination visual to communicate their well known tagline ‘Going your way’.
