Elements of THAI’s Brand
THAI’s registered brand consists of a number of inter-related elements which, together, make up our visual identity and project our desired corporate image at all points of contact with our customers.
The basic elements include a ‘brand signature’, consisting of the colourful symbol and associated logotype (name). THAI’s long established and widely recognised tagline “Smooth as silk”, often used in conjunction with the brand signature, highlights our philosophy of service. The connection between THAI and Thai silk has been close since the airline was founded, for instance in the use of lustrous Thai silk for cabin attendants’ in-flight costumes. Another linking element, seen in our advertising and printed material, is the specially designed ‘curve graphic’, which is symbolic of the traditional ‘Thai Wai’ gesture of greeting.
As a focal feature and major pictorial element for the brand, a large-scale mural was commissioned to become a key art graphic in projecting the image of THAI. This graphic, entitled ‘Ayatana’, meaning ‘Senses’, expresses, in stylised classical terms, the six senses of sight, taste, smell, hearing, touch and feeling from the heart. Parts of the Ayatana appear widely, in office décor, and all media of communication.
The use of typography and colour are also vital aspects of THAI’s branding, with great care being taken to maintain consistency in all applications: advertising, ticket office décor, airport signage, in print and promotional situations. The colours used for THAI’s corporate identity feature a deep, rich purple, magenta, and modified yellow/gold.