During its formative years, when THAI was mainly a regional airline, the aircraft carried a logo which became known as the 'dancing man', a stylised image of a Thai classical dancer. By the mid 1970s, when THAI had greatly extended its global reach, a new design was considered desirable, to project a more modern and international image. The design chosen, created by Walter Landor Associates, was the purple, magenta and gold 'jumpee', which incorporated elements of traditional Thai imagery, the gold of temples and rich colours of tropical orchids and Thailand's lustrous silk.

With the comprehensive rebranding of THAI, launched in April this year, the existing jumpee has been retained, but redefined with a modified palette of vibrant colours. The new logo, with its associated typography in English and Thai forms, will be used everywhere, from the aircraft and company vehicles, to THAI's ticket offices and signage at airports.

Also redesigned, to give them a vividly fresh appearance and consistency, have been the logos of various THAI sub-brands, such as Royal Orchid Holidays and Royal Orchid Plus frequent flyer programme. The new look not only has a refreshingly contemporary approach, it will also help to promote THAI's brand image and impact in the many countries it serves.