Airborne is an American brand of supplements, which was established at the be-ginning of the 1990s. Today it is a part of Reckitt Benckiser corporation and its chewable immune and vitamin complexes are distributed across the globe.
The visual identity of Airborne supplements is strict and bold. The monochrome palette has been chosen by the brand in order to look solid and professional when placed on a bright and colorful vitamin packaging. This is how the wide black rec-tangle on the upper part of a green or orange box became a quality mark and made the company’s supplements instantly recognizable across the globe.
As already mentioned above, the visual identity of Airborne is composed of a wide black rectangle which is placed horizontally. Inside the geometric figure, the white “Airborne” wordmark is set, slightly diagonally inclined. Depending on the type of vitamins, the tagline is sometimes added. The additional information is usually written in light gray or white, using smaller and more compact letters.
As for the main wordmark, it is executed in a custom fancy serif typeface with curved lines of both lowercase “R”s. The font looks similar to Valencia Serial Bold, but a slightly modified one.
The diagonal placement of the inscription makes the whole logo look playful and friendly, and balanced the strict and boring color palette.
Another thing that makes the black and white logo look remarkable and fun are, of course, the vitamin package background, which is usually executed in one of the bright fruity colors, depending on the supplement’s flavor.