KLM's brand evolution by Henrion Design Associates. Founded in 1919, KLM is the world's oldest operating airline. In 1961, Henrion Design Associates redesigned the iconic brand, overcoming challenges of standardisation and outdated aesthetics.
An advertising programme is fully integrated only when its effect is powerful enough to play a major part in determining a corporate image. Geigy advertising is an example of this successful integration.
Bäumer gave the company a unique brand image amplifying its graphical image after a time of post-war economic recovery. This style of advertising composition can be seen across many 1960s campaigns, especially from other German designers such as Anton Stankowski.
In minor printed matter we constantly meet the new typography, but it is relatively rare to find posters designed on the new lines. And yet poster-designing is a field where new typographical methods might be employed with great effect.
