KLM 1949 corporate identity : in "The Importance of 'company handwriting'" ; Ashley Havinden : Penrose Annual 49, London, 1955

            An article by someone who knew the value of 'corporate identity' as he and the company he worked for, the London agency W S Crawford, produced many such a 'look'. In the 1955 Penrose Annual Ashley Havinden OBE RDI FSIA wrote about several company brandings and included KLM.

KLM - Royal Dutch Airlines or Koninklijke Luchtvaart Maatschappij - developed the 'ball and strip' motif used here in 1949 and extended it across all aspects of branding, including advertisements and printed material. The heraldic device was 'fixed' in relationship with redesigned lettering for the initials KLM - and the circualr disc, reminiscent of the globe served, was set against diagonal stripes. These are described as helping to give "vigorous cohesion" to the brand and also "evokes ideas of gay holidays under sunny awings abroad".

The article includes this page showing examples of the material issues such as adverts, posters, printed materials such as timetables, boarding cards and in-flight publications.

Taken on: March 29, 2023

Tags:

Mike Ashworth Collection

KLM

flying

air carriers

ephemera

publicity

marketing

advertising

graphic design

corporate identity

1949

Penrose Annual 49

1955

Ashley Havinden

The importnace of corporate handwriting

Netherlands

Nederland

Koninklijke Luchtvaart Maatschappij

drinks list

boarding steps

timetables

stationery

display stands

poster

press advert « less

Sets appears in: • Penrose annuals • Old airlines and aircraft ephemera more » • Some old advertising « less

Groups appears in: • Typography and Lettering • Vintage Advertising more » • That Old Timey Feeling • Transport Timetables Leaflet and Ticket SCANS. • Typophile // typography, lettering and design • Vintage Typography • Golden Age of Advertising: 1950s - 1970s • Text and Typography • PLANET EARTH TRANSPORTATION • PLANET EARTH BACK IN THE DAY • Travellers' Tails • Airline Ephemera & Memorabilia « less

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