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Turkish Airlines – Global brand, locally consistent

Project Optimalization of brand consistency for Turkish Airlines across European locations
Scope Hundreds of locations across Europe
Uitdaging Gaining control over fragmented brand expressions and ensuring a uniform brand presence

A strong brand is more than just a logo or a color scheme. It’s about a consistent and recognizable identity at every location. For Turkish Airlines—one of the world’s largest airlines—this posed a challenge. With over 400 customer touchpoints across more than 40 European countries, brand expressions had become fragmented. We provided clarity, structured insights, and a strategy to establish a unified and consistent brand identity.

Turkish Airlines check in balie
Group 79

The challenge: fragmentation and lack of oversight

For a globally operating brand like Turkish Airlines, inconsistencies quickly emerge. Different locations apply their own interpretations of brand guidelines, undermining brand recognition. The airline needed a way to:

  • Gain a clear overview of all existing branded assets at each location
  • Regain control over brand uniformity
  • Improve brand consistency while minimizing local deviations

Our approach: from fragmentation to control

Ensuring a consistent brand experience required a structured, step-by-step approach. First, we assessed the current state of branding across locations: which branded assets were being used, where were they applied, and how do they align with the brand guidelines. Then, we implemented a solution that not only provided control over existing brand expressions but also ensured effective brand management moving forward.

Turkish Airlines

Compliance audit: gaining real insight

To clearly map the existing brand landscape, we conducted an extensive compliance audit across all European sales offices, cargo offices, and check-in counters. This audit provided a detailed overview of branding at each location, assessing whether it met the required standards.

Thanks to our Local Heroes network, we executed this audit efficiently. Local partners visited locations, gathered data, and reported back—enabling us to gain a complete overview in a short time, with minimal travel and a reduced ecological footprint.

mybrand.center: total brand management

All branded assets identified during the compliance audit were documented in mybrand.center—RGN’s proprietary brand management platform. This solution gave Turkish Airlines real-time insight into brand assets at every location.

With mybrand.center, the airline can effortlessly:

  • Track which branding elements are used at each location

  • Ensure compliance with brand guidelines and quality standards

  • Identify and correct inconsistencies instantly

Additionally, mybrand.center functions as a central brand portal. All brand guidelines and quality standards are clearly documented, providing global teams with easy access to the same directives—ensuring consistent brand application worldwide.

Check in balie Turkish Airlines

The result: enhanced consistency, stronger brand value

The compliance audit served as a critical baseline measurement—a clear starting point for optimizing brand consistency. Based on our insights, we advised Turkish Airlines on targeted improvements to enhance brand identity, with the implementation of mybrand.center playing a key role in ensuring lasting control.

Want to know if your brand is consistently applied, or how to enhance your brand value? Get in touch—we’re here to help!

 
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