In times of big brands requesting very similar looking custom typefaces (with far-fetchedreferences) for their corporate identities, this may be a fresh take on how to stand out from your competitors with a set of shapes, colours and fonts that are easily accessible to anyone.
Following a repositioning of airline Transavia, Mirabeau and Studio Dumbar rolled out a complete overhaul of the Transavia identity & strategy: from name (used to be Transavia.com) and colour palette (used to be a patrol station-like green and yellow) to onboarding, conversion, livery, website, uniforms, the whole package.
In the new look everything seems lightweight, friendly, easy and screen-oriented. Even the planes look like they are web-only or mobile-first, with big clickable-button-like icons.
Together with the simple and strong palette of colours and shapes, Nexa is one of the rugs that ties the room together in every Transavia product. The wordmark is set in what looks like modified Nexa Bold, one of the free weights of a type family that started out as a freebie. Since its introduction in 2012, the family was fleshed out to include script and 'rust’ styles. In the Transavia identity, the type palette is kept as simple as possible: only a few upright (roman) weights.