ITA Airways

Flying around the world with Italian charm.

Entrusted with the evolution of one of the most iconic Italian symbols, the project redefined the brand strategy and identity of ITA Airways, creating a new flag carrier designed to connect people beyond air travel.

The brand celebrates the pride of being Italian through a contemporary lens, allowing Italy to rise confidently into the sky while expressing the cultural richness and recognisable charm that define it worldwide. The name ITA, selected through a national and international poll, condenses the essence of the country and is paired with “Airways” to communicate a clear global ambition.

The visual identity draws inspiration from the image of the Italian flag floating across a clear blue sky. This concept translates into a distinctive metallic Azzurro Savoy livery that immediately evokes national identity and connects to the legacy of the “Azzurri”, a symbol of collective pride.

Italy’s past, present, and future are expressed through a curated system of icons inspired by architecture, industrial design, and the work of renowned Italian creatives. These elements form a dynamic pattern applied to the aircraft livery and extended across multiple brand touchpoints, creating a recognisable and flexible visual language.

Alongside the core identity, the “Volare” loyalty program was developed as an open and inclusive platform built on four key values: freedom, personalisation, choice, and connection. Its visual identity aligns seamlessly with the broader brand system and was introduced through a premium welcome experience.