Our logo consists of the KLM crown, wordmark and company title. It comes is different variant depending on the context of use. Make sure to apply it correctly and consistently.
Elements and setup
Our brand mark consists of the KLM crown and word mark. In most cases it forms ou logo together with our company title "Royal Dutch Airlines". However, there are several variants of our logo which are presented in the next section.
The logo uses its own shapes in order to properly space out the different elements of the logo and create the right balance, as demonstrated in the example below.
Variants
There are several variants of the KLM logo - the application depends on the context of use. Because the KLM brand is lesser known in most markets we always strive to use the KLM logo including the company title ‘Royal Dutch Airlines’. It can only be left out in exception cases.
- Logo 1: Preferred logo for all external communication with no size restrictions
- Logo 2: In cases the preferred logo 1 does not fit the available space
- Logo 3: An exception in case logo 1 and 2 don't fit the available space
- Logo 4 : An exception if the company title in logo 3 is not readable anymore
Colour
The KLM logo can be applied either in KLM Blue or white. Wherever possible, the KLM Royal Dutch Airlines logo should appear in full-colour on a white background, like displayed in the first example below. For digital use, we apply it like this as much as possible.
There are situations where a coloured background is needed and (depending on the background) a white logo. A coloured background should be of an even tone and provide sufficient contrast with the logo to ensure legibility at all times. This rule especially applies to photographic backgrounds. The options below are allowed, but don't use other combinations or colours outside the official palette.
