TUI fly the Netherlands is a Dutch charter airline headquartered in Schiphol Rijk, the Netherlands. The TUI fly Netherlands logo consists of a winking emoticon and the name of the airline. The emoticon as the first three letters of the name “TUI” has a red color and thick lines. The word “fly”, on the contrary, is made in a more modest dark blue color and does not stand out so much. The font has no notches or curls, therefore it looks quite strict and emphasizes the professionalism of the company. On the other hand, the smiley adds more frivolity and encourages the client, convincing him that the flight will be easy and unnoticeable.