LEVEL it’s your world.

LEVEL is more than just a name. It’s a promise to democratise long-haul travel; levelling the playing field, so a whole new generation can experience the world.

We wanted to create a simple and distinct identity for the airline that felt geographically neutral and accessible to all cultures. LEVEL belongs to no one nation, it's an airline for everyone.

The LEVEL logo is a subversion of the flag motifs used by traditional ‘flag-carriers’. It is a masterpiece of minimalism, a bisected square depicting blue sky over green earth, representing freedom and travel for all.

Our visual identity is inspired by the global language of travel, from early aircraft insignia to modern aviation typography, updated for the modern age. We wanted to create a distinct and efficient identity with a ‘utilitarian chic’ aesthetic, which would reflect a stylish value-led offer.

We started with our minimalist logo and expanded this into a series of vibrant patterns. This simple, reductive style works across every touchpoint, from aircraft tailfin to app icon. The Identity can be efficiently recreated with code alone (with no graphics necessary), befitting for a modern, digital first airline.

We built the brand to be ‘digital first’ from design to experience.

The identity system avoids the intricacy associated with ‘full-service’ identities and the brashness of budget airlines. It’s simple and elegant in every application. From Instagram to the safety video, everything we designed signals style, efficiency and modern value.

LEVEL is famous in the travel industry as the most successful airline launch ever – 52,000 tickets were sold in the first 11 hours. Due to this success, LEVEL has expanded from its initial hub in Barcelona across Europe, including Paris, with more to follow. Routes added include NY, Boston, Montreal, Guadeloupe and Martinique.

LEVEL is the first airline solely dedicated to low cost, long-haul travel, operated by International Airline Group (IAG).

By offering ticket prices as low as €99 from Barcelona to Los Angeles, the airline levelled the playing field, making long-haul travel affordable to a whole new generation of traveller.

Inspired by aviation history but updated for the modern age, we created an entire identity for the airline, and applied it across every touchpoint including livery, digital, advertising, packaging and even the safety film.

LEVEL was the most successful airline ever launched, with 52,000 tickets being sold in the first 11 hours; the IAG share price jumped 3.5%. Due to this success, LEVEL has expanded from its initial hub in Barcelona across Europe, including Paris, with more to follow. Routes added include NY, Boston, Montreal, Guadeloupe and Martinique.