TAP, Portugal`s national airline, celebrates its 60th year with the launch of a new corporate image .

The bold new design reflects TAP`s position as a modern airline serving the needs of discerning business and

leisure travellers across the world. It replaces the familiar TAP AIR PORTUGAL symbol ( or logo)

and colour scheme that has branded the airline since 1979.

Stylishly blending the initial letters of the three elements "Transportes Aereos Portugueses" further together,

the new design reflect TAP`s cohesive approach to service. A bright new colour scheme, based on fresher and more

energetic greens as well as warmer and more passionate reds, adds lightness and balance. The simple sans serif letters,

joined and overlapping, symbolize competence, prestige and a competitive spirit for our overcrowded times.

To further simplify the communication, the new design omits the Air Portugal descriptor. The new livery, TAP PORTUGAL,

will be phased in gradually over the next three years throughout airlines fleet, offices and personnel while the existing and familiar logo will be phased out gradually.

The new corporate style not only marks TAP PORTUGAL`S 60th year, but also a four year period of financial consolidation.

The new image was unveiled earlier this month at TAP PORTUGAL`S Lisbon headquarters, to all employees and hundreds of industry guests and companies directly associated with TAP PORTUGAL.

The Portuguese design company Brandia was responsible for the creative proposal after an initial competitive selection

process against many international design consultancies. To complete the new look and feel, exclusive Portuguese

fashion designers are being invited to submit ideas for new uniforms before the year`s end.

Vicky Karantzavelou - Monday, February 21, 2005

Travel Daily News.com