Certain associated activities of THAI complement the airline’s primary transportation role, but have individual, yet related identities. The most important of these sub-brands are Royal Orchid Plus, THAI’s frequent flyer programme, and Royal Orchid Holidays the comprehensive programmes of getaway and vacation packages for business and leisure travellers from around the world. Each has its own distinctive image, with specially created brand signature consisting of a stylised orchid and logotype.
Other departments and functions of THAI (Catering, Technical, Cargo etc.) also present their own brand identities, linking them to THAI’s overall brand image. The purpose of this is to demonstrate that the many different activities of THAI form integrated parts of the company’s network of functions, yet share common corporate and strategic objectives.
Each of THAI’s passenger classes also has its own distinct and specially created branding and colour specifications, which are always used to clearly identify these individual sub-brands.