KLM 1949 corporate identity : in "The Importance of 'company handwriting'" ; Ashley Havinden : Penrose Annual 49, London, 1955
An article by someone who knew the value of 'corporate identity' as he and the company he worked for, the London agency W S Crawford, produced many such a 'look'. In the 1955 Penrose Annual Ashley Havinden OBE RDI FSIA wrote about several company brandings and included KLM.
KLM - Royal Dutch Airlines or Koninklijke Luchtvaart Maatschappij - developed the 'ball and strip' motif used here in 1949 and extended it across all aspects of branding, including advertisements and printed material. The heraldic device was 'fixed' in relationship with redesigned lettering for the initials KLM - and the circualr disc, reminiscent of the globe served, was set against diagonal stripes. These are described as helping to give "vigorous cohesion" to the brand and also "evokes ideas of gay holidays under sunny awings abroad".
The article includes this page showing examples of the material issues such as adverts, posters, printed materials such as timetables, boarding cards and in-flight publications.
KLM 1949 corporate identity : in "The Importance of 'company handwriting'" ; Ashley Havinden : Penrose Annual 49, London, 1955
An article by someone who knew the value of 'corporate identity' as he and the company he worked for, the London agency W S Crawford, produced many such a 'look'. In the 1955 Penrose Annual Ashley Havinden OBE RDI FSIA wrote about several company brandings and included KLM.
KLM - Royal Dutch Airlines or Koninklijke Luchtvaart Maatschappij - developed the 'ball and strip' motif used here in 1949 and extended it across all aspects of branding, including advertisements and printed material. The heraldic device was 'fixed' in relationship with redesigned lettering for the initials KLM - and the circualr disc, reminiscent of the globe served, was set against diagonal stripes. These are described as helping to give "vigorous cohesion" to the brand and also "evokes ideas of gay holidays under sunny awings abroad".
The article includes this page showing examples of the material issues such as adverts, posters, printed materials such as timetables, boarding cards and in-flight publications.