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Transavia, the low cost arm of Air France KLM, already had one of the more admired airline identities in Europe, a 2015 rebrand that Creative Salon says helped it grow into one of the continent's most recognisable airline brands. A decade later it chose to sharpen rather than replace it. The airline announced the refresh in June 2025, timed to its 60th anniversary in the Netherlands, with rollout starting in late October.

The reasons were spelled out in several voices. Lead brand manager Natascha van Roode said the branding was a decade old, the market moves fast, and with digital communication booming and a 60th birthday, it was the perfect time. Chief executive Marcel de Nooijer told Belgian aviation site RateOne that a strong, contemporary brand is necessary to stay relevant in a changing market, and that Transavia was also sharpening its brand strategy. According to Creative Salon, the airline wanted to appeal not just to holidaymakers but to the growing number of business passengers choosing it for reliability, service and price. RateOne added that market research in the Netherlands, Belgium and France showed customers valued the existing symbol and its green, which is why Transavia chose evolution over a full rebrand.

The work was again done with Studio Dumbar/DEPT, the partner on the 2015 identity, as both Transavia and Creative Salon report. The circular t symbol stays, but simplified for impact and clarity. Its right angled arrow, standing for a smart choice, and its smiling curved line, for an enjoyable journey, were redrawn to match the new positioning: a smart choice and an enjoyable journey. Studio Dumbar strategy director Tom Dorresteijn said the aim was to amplify what was already strong, adding clarity and dynamics while keeping warmth and optimism.

Motion is central. The logo works as a cursor and directional guide across digital and social channels. Icons, type and layout grids were redrawn, and an extended palette keeps the signature green while adding flexibility for campaigns and meeting the European Accessibility Act, a requirement RateOne also highlighted for the website and newsletters. Photography shifts to candid moments that separate leisure and business audiences. The first Airbus with the new tail logo has already been delivered from Hamburg.

This is a textbook refresh. The 2015 system was strong, the research said so, and the team resisted the temptation to start over. Turning the symbol into a cursor is a neat idea that gives a static mark a job in digital products, where most bookings happen. The risk is that the changes are so subtle passengers will never notice them, but for a brand built on recognition, that may be the point.