This is a new low-cost long-haul airline from IAG (owners of BA, Iberia and Air Lingus). The aim is to make long haul available to a whole new audience: Barcelona to San Francisco went on sale at 90 euros. They are levelling the playing field, so the name came naturally.
The logo is a bisected square with blue above green: here is the sky and here, below, the land. The story of flight, in one centimetre.
The look is intentionally geography-neutral: this airline could be from California, or Scandinavia, or Japan. The design is from the digital age – the patterns are generated by an algorithm that runs on source material of destination pics.
In the first weekend, Level sold 52,000 seats.
On the inaugural flight the passengers spontaneously applauded the safety video.
The target audience have a deep understanding about value based brands and see themselves as being defined less by material possessions than by global sharable experiences. Instagram people. The selfie generation.
Our proposition is “Democratising access to global experiences”.
The name LEVEL illustrates how long-haul travel is now available to everyone:
Democratisation of long-haul – ‘a level playing field’
Honesty and transparency – ‘level with the customer’
Standards and excellence – ‘a whole new level’
The visual identity is minimalist, distinctive and functional. Inspired by aeronautical flags, the graphics are created algorithmically to provide a rich identity both on and offline.