A visual expression of the British Airways brand voice, typography is an instantly recognisable brand asset present on every digital touchpoint. Type sizes are set as percentages of the body copy, creating a clear information hierarchy that flexes across any application.

Icons and illustrations share one drawing approach: lines finish with rounded terminals and taper towards the end, and curves are kept as soft as possible.

Illustrations respond to their context and come in three sizes — small, medium and large — gaining complexity and detail as they grow, while always being treated the same way for consistency.

Photography creates a sense of wonder through three principles:

1. Insider experiences

Hero the stories of people who know destinations best — experts and locals documenting what really makes a place, not just what the postcards show.

2. New perspectives

Show people an angle they wouldn't find anywhere else, from a distance and right up close, but never predictable.

3. Find the wonder

The world is full of amazing experiences and fantastic people, and the imagery celebrates this.

Velocity curve. Every animation uses the same velocity curve, for scale, movement, opacity and blur, so the whole experience shares one interaction feel.

Transitioning to content. When a link is clicked, a piece of the page's content is carried through to the next page.

Modal behaviour. Modals use a frosted card; the page behind fades to 10% opacity until the modal is closed.

Navigating layers. Content can be explored on the X and Y axes and in depth on the Z axis, with a 5% parallax offset between layers.

Founded in 1919, KLM is the world's oldest airline still operating under its original name. Its design DNA reflects Dutch heritage — grounded, confident and timeless — while continuously evolving for modern travellers.

A Digital Experience Design Language (DXDL) is a framework that guides the design and development of branded digital products and services. Built on brand principles, it is the foundation for guidelines and components — so that every single element breathes KLM, consistently.

Typography is usually a big driver in building a strong digital design language, for two reasons.

The brand can be instantly recognised by its typography, and most of KLM's digital platforms and UI are text-heavy — a great opportunity to bring the brand look-and-feel into every screen.

A digital-first colour system built for accessibility, with every tone on a scale from 50 to 900. KLM Blue lives at 400; tone 500 is optimised for interactive elements.

To meet both brand and accessibility needs, colour use is balanced across three levels of brand engagement:

Awareness — brand recognition in advertising, social media, aircraft and the airport.
Participation — the app, homepage, landing pages and marketing email, where the Sky Gradient adds recognition.
Functional — task-focused moments like booking, upgrades and service email.

Shapes add warmth and personality without shouting. Smooth rounded corners feel softer and more human, while the journey stroke and dot offer a playful nod to travel.

Icons carry the same shape language at small scale. Sharp stroke terminals match the Universal Sans typeface, and outlined and filled versions distinguish default from active states.

A sky-inspired gradient centred on KLM Blue 400 opens and closes pages where accessibility limits the use of the primary blue, quietly reinforcing the brand. Single and multi-panel layouts keep KLM the obvious sender of every message — from the app to airport screens.

Built on the new British Airways design language, the experience uses a clear, conversational tone of voice — giving customers the information they need in a way that is clear, concise and quiet.

Putting control in the customer's hands, the experience plays back what they have, what they can change and how British Airways can help.

Reviewing everything in the previous Manage My Booking, stripping it back and developing a UX flow that lets both the customer and British Airways get the most from the experience.

A digital stage — immersive in feel, strategic in structure. Typography, motion and spatial composition create tension and release, echoing the physicality of sport.

A customer-journey approach showcases the digital vision in an engaging way. Simple navigation lets people unfamiliar with the experience switch between journeys and themes.

A functional approach gives teams and customers easy access and navigation, hosting diverse content such as articles and insights — a genuinely usable working tool.

A conversational approach demonstrates customer-centricity and lets people discover more based on what they search for — becoming a space for dialogue between BA and external users, gathering feedback to improve the digital ecosystem.

An experiential approach brings internal teams closer to reality: creating real journeys to test and anticipate scenarios, and letting customers build their own journeys to understand BA's benefits.