When it comes to an airline’s brand, attention to detail, across all touchpoints, no matter how small, is a key factor in portraying a consistent image. With new aircraft joining its fleet, Etihad decided upon a complete redesign of the look and feel of its range of inflight safety cards – these small but essential items feature in every seat on every aircraft and are one of the most visible items to customers when seated.
Our graphic design specialists initially presented a range of six different approaches to layout, each with their own visual design style ranging from abstract geometric forms to distinguishable characters that bring information to life. Each design language conveys its own unique look and feel but all share common attributes of being clear, descriptive, and unambiguous – all critical factors in communicating safety information that is required to be memorable.
The selected concept, ‘Celebrated Colour’ incorporates soft hues, bright colours, and minimal linear forms, all in a brand-based palette to sit in harmony with the aircraft cabin interior.
As part of the redesign, our teams worked closely with a range of departments across Etihad to ensure that the various needs of each
team were met. The cards for different aircraft types were each given a unique masthead colour to ensure quick and easy identification and loading by operational cleaning teams.
In addition, a vital requirement was ensuring that
the new cards were approved by the local aviation authority, the GCAA. This required detailed collaboration with the airline’s Cabin Safety & Operations team, and design approval was successfully granted in time for
the launch of the first Airbus A350 aircraft into the Etihad fleet.