Toulouse, Southern France based turboprop aircraft manufacturer ATR
is the world leader in the market for regional aircraft up to 90 seats. Established in November 1981, ATR is a joint partnership between the Airbus Group and the Italian Company Alenia Aermacchi (a Finmeccanica company). ATR has sold more than 1,500 aircraft and has over 190 operators in more than 90 countries. Every 8 seconds, an ATR turboprop takes off or lands somewhere around the world.
ATR chose Carré Noir
to redesign their corporate identity and branding accross all platforms. We had exactly 60 days to create the new logo, brand territory, print and digital material, 3 films in order to be ready for the Paris World Air show.
With ATR's core values and DNA lays innovation, passion and agility. Innovation in their technology and partnership, passion in their dedication. Agility because their aircrafts can take you anywhere, land where jet planes cannot. When we created the new identity, the image of a scarf dancing in the wind is what inspired us. Combining the elegance and feminity with a powerful and impacting design for the type. The Design is slanted to enhance the dynamics and forward thinking of the company. The colour was also switched from navy blue to a more vibrant orange red.
The graphic territory is an interpretation of the propeller. Six blades turning into six lines that create a specific and recognizable graphic element. It can be used this way or as a container for image or colour. The branding is quite minimalistic, with white as the main colour, grays and a hint of bright colours.