✈🇹🇭 20 Years of Thai Airways’ Major “Corporate Identity” Overhaul Worth 80 Million Baht

Let’s take a look back at some aspects of Thai Airways’ major “Corporate Identity” overhaul that took place in 2004, 20 years ago. At that time, Thai Airways hired Interbrand, a renowned branding consultancy from the UK, with the project managed by its Singapore branch. The project was valued at 2 million USD, approximately 80 million baht (according to campaignasia). The exchange rate in 2004 was roughly 40 baht per USD.

The entire design was based on the concept of “Thai Touch” or “Ayatana 6,” which includes sight, taste, smell, sound, touch, and feeling. These elements were incorporated into every touchpoint between the organization and all related parties.

Twenty years later, the main components from that design are still in use, especially the logo, font, airplane patterns, and several other elements.

As we mark the 20-year anniversary this year… what are your thoughts on this Corporate Identity? 😎