Level Airline

The creation of Level was a bold move by IAG to democratise long-haul travel for those who would not previously been able to travel the globe. A bold move needed an equally bold identity, signalling a shift in the aviation industry.

The brand concept was to offer an experience that was stripped back and simple but well considered and executed. The identity was designed to reflect this frugal yet tasteful approach with a ‘utilitarian chic’ style – a contemporary, minimal design style influenced by aviation symbols, codes and graphics of the past.

The airline began transatlantic services from Barcelona in June 2017, serving North and South American destinations. On the first day of launch, 52,000 tickets were sold, making it the most successful airline launch of all time. The brand identity went on to win awards including
a D&AD pencil, The Drum Design Awards, Design Week Awards, Brand Impact Awards and was shortlisted for the Cannes Lions International Festival of Creativity.