Air France's Hop! Jumping into a New Brand Identity
To create a new value airline, Air France combined three regional carriers into HOP!, representing a new mode of inter-regional mobility across Europe. Brandimage helped develop the HOP! brand strategy as an attractively priced carrier that places the passenger at the heart of its service.
The name “HOP!” evokes a gesture, a movement synonymous with a brand that is open and spontaneous, a brand focused on dialogue and coming together. Using color, typography, and semiotics, the brand identity design communicates accessibility and ease. The exclamation mark affirms the brand’s clever, agile side, suggesting the ease and spontaneity of travel. The frank, contemporary writing translates the company’s spirit of effectiveness and simplicity. The poppy red, a dynamic and directive color, affirms strength, passion, commitment, and character in harmony with the name’s boldness. Brandimage anchored the brand in the everyday, underlining its spontaneity with natural gestures that translate accessibility, ease, and results.
Brandimage was awarded the ‘Trophées Marketing” Gold award for this project.