Green Africa
Green Africa’s forward-looking mission is captured in the logo itself, which combines the shape of the African continent, the letter “g,” and the pointed arrow of a compass. The logo is built of geometric pieces that can be used to construct colorful graphic patterns inspired by traditional African textile designs.
The ear of the lowercase “g” doubles as an airplane-like arrow that can be used to suggest movement, direction and momentum throughout the brand. (The designers thought of it as a “compass of simplicity” navigating the brand to directness and ease.) The logo is accompanied by a friendly wordmark with a modulated expressiveness that incorporates circles inspired by points of travel.
The brand pattern gives the Green Africa fleet a distinctive, immediately recognizable presence that nods to the airline’s Nigerian roots while looking completely contemporary. The motif is carried throughout the plane interiors and cabin crew uniforms for a cohesive experience of the brand that conveys thoughtfulness and trust.
The brand color is a bright, fluorescent green that echoes the name, accompanied by a royal blue. A secondary color palette was also sourced from textile designs, and the logo can pull colors from surrounding imagery. The designers developed a color system for other countries based on their respective flags; the arrow can adopt these colors to indicate various destinations that the airline flies to.
The clean geometry of the logo extends to a set of icons inspired by the structural lines and shapes of West African masks. Straightforward and easy to understand, the pictograms are utilized on everything from airport signage to promotional posters and advertisements, where they speak across languages at a glance.
Pentagram
Pentagram is a multi-disciplinary, independently owned design studio.
Pentagram’s work encompasses graphics and identity, strategy and positioning, products and packaging, exhibitions and installations, websites and digital experiences, advertising and communications, data visualizations and typefaces, sound and motion. Their 22 partners are all practicing designers, and whether working collaboratively or independently, they do so in friendship.
Pentagram’s structure is unique. They are the only major design studio where the owners of the business are the creators of the work and serve as the primary contact for every client. This reflects their conviction that great design cannot happen without passion, intelligence and—above all—personal commitment, and is demonstrated by a portfolio that spans five decades, many industries, and clients of every size.
Credits
Client: Green Africa Airways
Designer: Pentagram ( New York )
Country: USA
Photographs: © Pentagram
