The THAI Logo Throughout Our History

Step back in time and relive THAI’s evolution through its three iconic logos — symbols that transcend beyond a decoration on an aircraft’s tail. The three elegant insignias have served as a testament to the graceful heritage and cultural essence of Thailand for 65 remarkable years, and each has been an enduring expression of national pride that soared across the skies, communicated to the world a reflection of Thailand’s rich identity.

1960

THE DANCING MAN: THE INAUGURAL LOGO THAT BROUGHT A NATION’S SPIRIT TO THE SKIES

On March 29, 1960, Thai Airways International (THAI) introduced its inaugural logo “The Dancing Man”, an elegant figure behind the wordmark THAI. It conveyed the nation’s rich heritage and spirit well, with each letter representing a core element of the airline’s identity: “TH” for Thai, “A” for Airways, and “I” for International— and also culminating in an uncompromising promise of world-class excellence. Designed by renowned Thai fashion designer HSH Prince Kraisingh Vudhijaya (1929-1976), who also designed the first cabin crew uniforms, this was the logo used for the airline’s early appearances on regional flight paths.

1975

A MODERN LOGO AS THAI TOOK TO INTERNATIONAL SKIES

For over fifteen years The Dancing Man served as a poised emblem of the nation’s heritage and spirit. Yet, with the aviation industry entering a dynamic era of rapid expansion globally, THAI embraced a pivotal transformation in readiness for its debut on the international stage — including a new visual identity to meet the expectations of a modern, global audience.

In May 1975 this evolution took flight when a new logo was unveiled that was conceived by highly-regarded Walter Landor & Associates, renowned for their visionary design ethos. The agency reimagined THAI’s image while preserving the essence of its cultural roots, resulting in a modern logo that married subtle details of Thai aesthetics with aerodynamic lines evoking effortless flight. Beyond its form, the modern logo’s color palette spoke volumes:

• Gold, inspired by the radiant splendor of Thailand’s palaces and temples, to embody opulence, dignity, and timeless prestige.
• Fuchsia to echo the delicate yet vibrant Elephant Orchid, Thailand’s national flower and a symbol of natural grace.
• Magenta to pay homage to richly textured Thai silk, a fabric interwoven with the soul of Thai crafts and culture.

This rebranding marked more than a visual refreshment. It was a declaration that THAI was now positioned not merely as an airline, but as a cultural ambassador of the nation: contemporary yet rooted in heritage, cosmopolitan yet unmistakably Thai. The emblem soared across skies for decades, the distinctive symbol of a nation making its mark with authenticity and sophistication on the global stage.

2005

A STANDING AND REPUTATION EMBODIED IN A REFRESHED LOGO

In the three decades since its transformative rebranding in 1975, the THAI logo transcended borders and continents to become iconic — instantly recognizable, deeply evocative of Thainess, and seamlessly aligned with the stature of a global airline. Yet, true to THAI’s spirit of continuous refinement and reinvention, the evolution of the airline’s brand identity did not end there. In response to the shifting landscape in the sector and beyond, THAI entrusted global branding consultancy Interbrand Singapore with the task of refreshing its identity for a new era in international aviation. The result was a refreshed, vibrant logo that introduced dimensionality and more vivid tones, while remaining rooted in brand essence. This new logo was grounded in three pillars that still define THAI’s experience promise to its passengers:

• High Trust — A symbol of unwavering confidence in impeccable service and safety standards.
• World Class — A declaration of THAI’s readiness to lead on the international stage.
• Thai Touch — An elegant expression of the inimitable grace and warmth of the Thai spirit.

In addition to subtly refreshing the logo’s color palette, the wordmark THAI was rendered in bold capital letters — a deliberate choice to reflect the airline’s established stability and standing, plus forward-looking vision. Far more than a cosmetic update, this brand refreshment signaled THAI’s continued ascent as a world-class carrier, one that married modern elegance with an ingrained cultural spirit. Today, with every journey, the airline reaffirms its identity: proudly Thai, unmistakably global, and eternally poised to soar into the future.

DID YOU KNOW?

Inside Suphan Buri National Museum lies a fascinating collection of ancient pottery dating back 500-700 years (from the mid-13th to mid-15th centuries). These artifacts were unearthed at the Ban Bang Pun kiln site, located along Tha Chin River in Suphan Buri province. This site, a prominent ceramic production hub since prior to the Ayutthaya Period (1351-1767), was once renowned as an exporter of well-crafted ceramics with a significant role in Southeast Asian trade for over a century.

The pottery unearthed at Ban Bang Pun includes a variety of bowls, basins and round-bottomed jars, handmade from either durable coarse earthenware or resilient stoneware. What sets these apart from others is the use of a distinctive decorative technique that entails creating patterns by pressing into the clay’s surface. Not only did these embellishments enhance the aesthetic appeal of the pieces, but they also symbolized premium craftsmanship and served as the signature of the esteemed kiln site.

One particularly striking pattern is the pressed triangular design which features curling lines at the base, resembling flower petals. This pattern bears an uncanny resemblance to the logo of THAI, with the only difference being that the pointed tips face upwards. The same pieces are also adorned with a stamped pattern within a lotus petal frame, which depicts a seated figure with its left hand resting on a knee, and its right hand raised to the head. This image evokes The Dancing Man, the airline’s inaugural logo.

Is it coincidence — or something more profound — that these two artistic expressions echo the same spirit although they are separated by centuries?

The detailed lines on an ancient stamped pattern and the elegant curves of the THAI logo may appear worlds apart in time, yet both are imbued with the same essence: a reverence for craftsmanship, a deep-rooted pride in Thai culture, and an enduring commitment to sharing Thai values with the wider world. Could this shared aesthetic be a quiet testament of the continuity of Thai heritage — a visual language passing down through generations, reshaping itself across eras and also mediums, yet never losing its soul?

Perhaps what we can see are not coincidences at all, but eternal symbols of Thainess: reflections of a culture whose spirit refuses to fade, instead manifesting anew through art, design, and even aviation. It invites us to consider — does heritage travel through time as surely as we travel through space?

WHAT DO YOU SEE:

chance, or a divine connection embedded in THAI’s brand identity?

WORTH VISITING

Step into the fascinating kilns of Thailand’s past with a visit to Suphan Buri National Museum (Wed-Sun: 9:00-16:00 | Facebook: Suphanburi National Museum). Immerse yourself in the legacy of an ancient Thai civilization and marvel at the well-crafted, decorated pottery of Ban Bang Pun, a testament to the province’s craftsmanship and economic success many centuries ago.