6 min read
Updated on 12 Feb 2026
How KILEV LAB Developed Identity Systems for FlySeaHorse Maldives and Shohin Airlines
When a brand is meant to fly at 30,000 feet, branding is no longer just about aesthetics.
It becomes a matter of scale, safety, recognition — and ambition.
Airline branding is one of the most complex identity challenges a design studio can take on. It is visible from kilometers away. It lives in airports, on aircraft bodies, in digital systems, in uniforms, in tickets, and in thousands of operational touchpoints.
At KILEV LAB, we had the opportunity to develop branding for two aviation projects in different regions — FlySeaHorse (Maldives) and Shohin Airlines (Tajikistan). Each came with its own cultural context, business ambitions, and strategic constraints.
But both shared one key thing:
They wanted to become serious regional players.
Case 1: FlySeaHorse Maldives — Branding Inspired by the Ocean
We were approached by a regional airline startup from the Maldives. At the time, the company had a working name idea but was open to strategic exploration.
Being based in Bali — surrounded by ocean, coral reefs, and island culture — this project felt naturally aligned with us. Many of our previous cases were connected to marine themes, tropical environments, and sun-driven tourism brands.
So instead of forcing a generic aviation symbol, we looked underwater.
While studying Maldivian marine ecosystems, we were drawn to the seahorse — a quiet, elegant, almost magical creature that inhabits coral atolls.
The concept evolved into “FlySeaHorse” — a flying seahorse.
A symbol of grace, uniqueness, and island identity.
We explored multiple logo directions, including direct seahorse symbols. However, the client ultimately selected a more abstract coral-contour solution — one that hinted at marine life without becoming illustrative.
The identity needed to reflect:
- Anticipation of travel
- The emotional promise of a Maldivian vacation
- Warmth, water, sky, and horizon
- A sense of exclusivity without becoming luxury-heavy
Color palette selection became critical. The tones had to evoke:
- Turquoise lagoons
- Coral reefs
- Tropical sunlight
- Clear Maldivian skies
But the real test of the identity was not the logo on a white page.
It was the aircraft fuselage.
The First Real Branding Test: The Aircraft Body
In airline branding, the fuselage is the primary brand carrier.
Before developing extended applications, we always ask:
- What aircraft model will be used?
- What is the exact fuselage geometry?
- Where are the windows positioned?
- How long is the body?
- What are the regulatory marking requirements?
Branding an aircraft is not a decorative task. It is strategic and operational.
Planes must:
- Be clearly distinguishable from competitors
- Avoid confusion on runways
- Be recognizable from long distances
- Use bold, large-scale visual elements
Distinctiveness is not only a branding requirement — it is a safety consideration.
We designed the logo and immediately tested it on the aircraft body mockups. The scale, proportion, and visual rhythm were adjusted specifically for the fuselage format.
You can see the full visual case here:
👉 Portfolio link
Case 2: Shohin Airlines — From Falcon Symbol to Full Identity System
The second aviation project came from Tajikistan.
In this case, the name already existed:
“Shohin” — which means Falcon in Tajik.
The client had a preferred logo direction and color palette. Our task was different:
Not to invent from zero, but to transform their chosen symbol into a scalable identity system.
This project was significantly broader in application scope.
Unlike FlySeaHorse, Shohin Airlines required:
- Passenger aircraft branding
- Helicopter branding
- Smaller private-style aircraft
- Airport materials
- Tickets and boarding passes
- Luggage tags
- Crew uniforms
- On-board menus
- Souvenir items
- Advertising materials
- And a full website (currently in development)
The brand book alone included approximately 50 branded applications.
Airline branding is never just a logo. It is an ecosystem.
From runway markings to mobile screens, the identity must stay consistent.
The Shokhin Airlines brand book required around 90 days of structured development — system building, documentation, layout logic, and production-ready guidelines.
You can see the full visual case here:
👉 Behance link
What Makes Airline Branding Different?
Airline branding operates under conditions that are very different from most industries. From our experience, there are four core factors that define the complexity of aviation identity systems.
Scale
Very few industries function at this physical scale.
A logo that feels perfectly balanced on a website or presentation slide can completely lose impact when applied to a 40-meter aircraft body. Proportions, contrast, visibility distance, and surface curvature must all be considered from the beginning.
Aircraft branding is not a “scaled-up logo.”
It is large-format industrial design.
Regulatory and Safety Context
In aviation, visual distinctiveness is not optional — it is essential.
Airlines must be clearly recognizable from long distances, both in the air and on the runway. Identity confusion is not just a branding issue; it becomes an operational and safety concern.
Design decisions must support clarity, not just aesthetics.
Cultural Sensitivity
Airlines often function as ambassadors of national identity.
Symbols, colors, and typography can carry political, historical, and emotional meaning. What works visually may not always work culturally. Every element must be evaluated within the regional context the airline represents.
Branding here becomes diplomacy as much as design.
Touchpoint Complexity
An airline is not a single product — it is an ecosystem.
The identity must work consistently across:
— Airport environments
— Printed materials
— Crew uniforms
— Digital platforms
— In-flight assets
— Merchandise
— Advertising campaigns
The system must remain coherent across dozens of physical and digital applications.
Consistency at this scale requires structure, not decoration.
Why We Enjoy Projects Like These
There is something uniquely satisfying about seeing your design literally take flight.
When branding is applied to an aircraft, it leaves the studio and becomes part of global airspace.
It moves between countries.
It carries people.
It becomes memory.
For us, airline branding combines:
- Strategy
- Industrial scale design
- Emotional storytelling
- Technical precision
It is one of the most demanding — and rewarding — branding categories.
Final Thought
Branding an airline is not about drawing a bird and placing it on a tail.
It is about building a system that can operate at altitude — visually, strategically, and operationally.
If you’re developing a regional airline, transportation company, or any brand that lives at scale, explore our aviation case studies and broader portfolio at KILEV LAB.
We build identity systems designed not just to look good — but to perform in the real world.
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