Finnair

I try to see my Finnish family every summer. If I can swing it, I fly Finnair.

Finnair is clean, courteous and comfy. The straightforward quality service is mirrored in the careful attention paid to branding.

Finnair’s detailed brand book is available online and after reading it, I have a newfound admiration for the airline and their dedication to design.

Perhaps one day I can work with Finnair but until then, I’ve done some practice logo and emblem animations.

As brand design specifics are available to you, feel free to play marketing manager and let me know if you think I did right by my countrymen.

Animation 1

According to the Brand Book, Finnair designed their F emblem to “illustrate the smooth movement of a flight.” In my animation, the F’s tail mimics a smooth taxi and the stem/arms accelerate into an equally fluid take-off. The animation also lives within brand-mandated safety area. I’d like to see this as a loading animation as opposed to a traditional loading wheel.

Animation 2 & 3

This rotating engine video lives in the Finnair brand book and inspired the following emblems’ rotations. They slightly push the boundaries of the brand’s traditional animated movement with some playfulness.

Animation 2

With the spinning blade motion, I injected a little cheekiness while maintaining a smooth pace. A slightly slower taxi and take-off allowed for the propeller (arm of the F) an unhurried rotation.

Animation 3

Number three is a personal favorite but ultimately not right for the brand. Taxi and take-off are quicker and the propeller is reminiscent of a prop plane. While the movement is fluid, it may err on frenzied.

Animation 4

Four combines the iconic Finnair logotype and F emblem. It could live at the end of branded videos or as out-of-home advertising.

The combination of these two assets is a slightly different take on Finnair motion branding but adheres to the principles of calm, fluid movement, unmodified and legible art, and predominantly left to right movement.