Czech Airlines: 1  2  3  4 siegel+gale  
Emphasizing Benefits, Not Features Unable to change the airline's name and logo, we developed a new design and copy language to express the passion and craftsmanship demonstrated by the airline staff, and raise communications standards to the level of its SkyTeam alliance peers. To humanize the brand and convey its new positioning around 'the allure of travel' we designed a unique support graphic, invoking Czech tradition of hand-cut crystal craft, and incorporated quotes from famous Czech luminaries across all communications.