I love a compelling brand story. And before I jump in, I need to confess my ties to the JetBlue brand, having once designed the logo, identity and airplane graphics (ahem, the livery design to use industry parlance) while I was at Merkeley and Partners.

In the original JetBlue style guide we listed Trade Gothic as the corporate typeface. After its initial run, and long after I was no longer involved with the brand it went through a seemingly endless stretch using Futura Bold and yellow (what were you guys thinking?!). Now, JetBlue is back to DIN and orange and their characteristic jab at the airline industry that I would like to think put them on the map. And no, I wasn't involved in the refresh, but I feel like JetBlue is somehow an offspring of mine and I so I'm compelled to keep an eye on it. [More after the bump.]

I'm typically not in favor of a corporate identity that uses a typeface for its logo and the same typeface for all of its materials. This detracts from a logotype. When the type system is not distinct the logo can disappear. But, I'm even less in favor of Futura anything and I also believe