Japan Airlines identity system

Together with agency Jellyfish, Triboro has developed a new identity system for Japan Airlines. With the exception of JAL’s iconic crane logo (designed in 1959), we altered all aspects of the airline’s identity toolkit, including new typefaces, graphic patterns, imagery approach and bespoke iconography.

Founded in 1951 Japan Airlines is the flag carrier of Japan, and the sixth largest airline in the world based on passenger counts. JAL flies to 220 destinations in 35 countries worldwide, with a fleet of 279 aircraft.

David Heasty, Partner at Triboro, explains: “Collaborating with Japan Airlines on the redesign of their visual identity was a dream project. Each design element was carefully crafted to honor the legacy of Japan Airlines while infusing it with a fresh, contemporary energy that speaks to the spirit of innovation that is so core to the brand’s ethos. We embraced the challenge of reimagining the airline’s visual identity and exploring new possibilities to create something truly timeless”.

One key component of the identity system to highlight are a collection of cloud patterns which complement imagery and subdivide layouts. In addition, Triboro created an iconography library of graphics which can be used for key communications.

Michael Walsh Kirwan, VP Creative at Jellyfish, says: “Japan Airlines came to us with a significant challenge – to breathe new life into a storied brand that was due a refresh across global markets. We’ve created an entirely new visual identity that ushers in a new era of modernity, flexibility and dynamism for the brand, and we’re excited to see it rolled out on an international scale”.

For more about the project, watch “Jupiter to Japan” held in the Herb Lubalin Lecture Series at Cooper Union on June 24, 2025.