(Est. 1981) “Toulouse, Southern France based turboprop aircraft manufacturer ATR is the world leader in the market for regional aircraft up to 90 seats. 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.”
Carré Noir (Paris, France)
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.
Images (opinion after)
The old logo might as well have been for a refrigerator because that was as generic as it gets, especially for a company making cool planes. The new logo is undoubtedly an improvement and instantly you know it has to do with aviation because of the flowing lines and italic approach. The "scarf dancing in the wind" concept is a little too 1950s-romantic. In terms of execution, the wordmark is interesting but maybe it needed a couple more rounds of refinement. In particular, the "A" is distracting and maybe a more angular approach like the "R" would have yielded a more streamlined set of letters. Although that would have killed the scarf and wind and blowing in it concept. The propeller graphic has a cool origin but I think they played it too softly and it's hard to notice or realize it's there. Overall, this definitely captures an aviation theme and the applications hint at a certain exclusivity.