PICTURE: Turkish reveals depth of rebranding effort with new interiors

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Turkish Airlines' massive rebranding effort is starting to become evident, with the carrier revealing new interiors on two new widebodies as well as a fresh logo and livery design, which will be extended to the rest of its current and on-order aircraft.

Last year Turkish tapped premier UK design group Priestmangoode to spearhead the complete re-design across its fleet as well as the airline's ground services, lounges and check-in counters.

Priestmangoode says a new Boeing 777 and Airbus A330-200 have rolled out with the carrier's new modernized interiors that emphasize the Turkish national identity.

"From a myriad of colours to textile design, pattern design and ceramics, Priestmangoode used the rich and colourful heritage of Turkish culture, and Istanbul in particular, to create a contemporary design language to apply across the airline's services, starting with a fully customised trim and finish for the cabin interiors," says the firm, which also used the red Turkish Airlines brand colour throughout its designs to accentuate the brand presence.

"The designs will be installed in all 105 new aircraft that Turkish Airlines has on order and will be retro-fitted across their existing Airbus and Boeing aircraft. The project also included consulting on logo and livery design and translating the new cabin designs to ground services to create a consistent design language from check-in to destination," says Priestmangoode.

The rebrand is a key part of Turkish Airlines' strategy to position itself as a major European carrier to rival other global airlines. The Istanbul-hubbed carrier aims to double its number of flights weekly by 2015, with a focus on increasing transatlantic long-haul route frequency to North, Central and South America, as well as major Asian and African destinations, notes Priestmangoode.

"Our design delivers a consistent brand message for the entire passenger journey that matches the high quality of service that Turkish Airlines offers and reflects the richness of Turkey's design and cultural heritage," adds Priestmangoode director Luke Hawes.