KLM, shorten from Koninklijke Luchtvaart Maatschappij, is the Royal Airline Company. It is the flagman air carrier of the Netherlands, which operates domestic and international flights to other countries in Europe, North America, China and others. The company’s main base is located in Amsterdam Airport Schiphol.
Meaning and History
KLM was founded when an aviation lieutenant Albert Plesman and his partners sponsored the aircraft showcase in 1919. It had a huge success and gave a push for an airline, in which Plesman became the head. In the same year, the Dutch Queen gained not yet founded air company the royal status. After this, it was started with the ‘royal’ name and logo.
Who owns KLM?
KLM is a private company. They are answerable to the Air France-KLM conglomerate, but it’s basically a managing higher body.
1919 – 1921
The initial logotype had a dark blue color palette, combining with the white background of the logo. It depicted the rich and simple in the same time image of the royal crown, placed above the hex angular frame. In the frame, the gothic-like monogram ‘KLM’ showed off. On the sides from the crown and the hex frame, there were the widely spread wings.
1921 – 1926
The next logotype on the list of the KLM visual identities depicted an image with the same elements, but that time in another color palette. Instead of dark-blue and white colors, they put a darker blue shade there and combined it with the dark-yellow color. All this games with the palette led to the fresher perception of the corporate logo.
1926 – 1938
The following logotype appeared in 1926 and depicted a similar to the previous ones crown, hex angular frame and the wings, but in another style. The hex shape became wider, and the monogram inside it gained the yellow font with the orange contour and another shape of letters, while the crown became blue and was lessened, as well as the wings.
1938 – 1949
The brand designers continued to play with the KLM mark design and its palette. In 1938, they introduced the new version of the brand logo, featured in the full orange color on the white background. In this trademark, the wings became straight and strict, while the crown was turned to minimalism. As for the hex and its inside, so it wasn’t changed at all.
1938 – 1944
With the orange one, the KLM visual identity designers made another logotype for the company. It showed the full-red image of the familiar crown, hex frame and the wings. But that time, the wings became way wider, and the crown image – bigger, in contrast to its predecessors. It covered the frame that was narrowed, for some reason.
1949 – 1950
Finally, after the long line of winged logotypes, KLM introduced the first trademark with the inscriptions. It featured the black-colored abbreviation ‘KLM’, with the dots between characters, and the English translation of the full name. Above it all, there was that very first blue-colored logotype, but starting from 1949, it is in use as the secondary only.
1950 – 1951
The following brand mark depicted the same inscription, but without any dots. They’re featured in the blue-colored circular frame, which had a shadow coming from it. Above the abbreviation ‘KLM’ and English corporate name of the red typeface, there was that old winged logo in the same color as the company name.
1951 – 1956
One more brand logo derived the same elements, but that time they had the violet style for the circle and inscriptions in it, as well as the blue color for the upper part (again).
1956 – 1958
One more time they changed the corporate logo, and one more time it affected the color palette. In the year 1956, the brand designers used the black paint instead of the violet one. They also put the circle on the bright red-and-white stripped background, which looked very catching and distinctive.
1958 – 1959
Finally, the company introduced something new in the year 1958. In this variant of the logo, the familiar circle was put on the stripped black-and-blue background and lost the shadow. Inscriptions inside it gained the black font, and the upper part also took quite a different turn: now it was just the simple blue crown, without any wings or hexes.
What is KLM?
KLM is a major Dutch airline. They are a national carrier, endorsed and approved by the Royal Family.
1959 – 1961
This logotype gained another unbelievably major redesign, but for just two years. It consisted of the turning of the black-colored abbreviation ‘KLM’ to the blue, removing of the English version of the company name, and enlargement of the royal crown.
1961 – 1971
Finally, the brand designers’ restlessness stopped, and they settled on some particular variant. This time, a bit flatted ‘KLM’ part was placed below the very minimalistic crown, featured in the cross mark, four circles and the line. All this stood on the horizontal background of the interchanging lines of two shades of blue.
1971 – 1991
In the end of the ends, the company has settled on some particular variant and uses it even today! In the year 1971, the Dutch Royal Airlines came up with a simple logotype that featured the very dark blue abbreviation, placed below the familiar crown from the previous variant. There were no any circles and backs – just the inscription and crown.
1991 – 2011
In 1991, the abbreviation’s shade was brightened, so the entire logotype started to use the single bright blue color palette.
2011 – now
2011-Today And at last, in 2011 they added the ‘Royal Dutch Airlines’ inscription below the dominant ‘KLM’.
Emblem and Symbol
Where does KLM fly?
They fly all over the world. That being said, the European destinations are by far their favorite.
Due to the simple and clear in the same moment palette and its entire structure, this logotype can easily be switched according to the background or the situation where is this logo put. You can find the variants of the black-colored inscription, placed on the blue, white or black background. Anyway, it looks stylish and respectable in any situation.