British Airways typographic identity & guardrails

British Airways typographic identity & guardrails
Client: British Airways
Agency: Ogilvy & Mather / OgilvyOne
Art direction: Martha Riley

British Airways wanted their suite of digital and print communications to look like they belonged to a unified brand.

Initially it was only a short typographic exercise to tighten the copy and even out the kerning and spacing. This developed into typographic exploration and then the Guardrails document to use across the brand.

My role was to first tighten up the typesetting across existing work examples, and then later to explore and create the typography visual examples and the Guardrails, including a set of templates for print and digital formats.