TAP Air Portugal

Identity for the Lisbon-based airline servicing international travelers “with arms wide open”. TAP Air Portugal emerged in 1945 to connect Portugal with the rest of the world, offering an experience “beyond the clouds” on land and in the skies.

The rich history of the airline includes a number of logos, one of the most iconic being a 1979 mark. The revised brandmark revisits the heritage of the 1979 legacy logomark, building upon its symmetry and iconic 40° angle, while modernizing it for applications at smaller scales and in digital mediums.

The TAP “Window” was designed from the symmetrical form of the “AP” and serves as a graphic device throughout the system, framing imagery and illustration. The branding hearkens back to the golden era of airline travel, the 1960s in its advertising tone and visual motifs.