We’re Paterson Associates.

We help brands find their place in the world. We create and strengthen brands. We shake them up, find their energy, clarify what they stand for and help them to stand out in a busy world.

  • Emirates
  • Riverside
  • Star Alliance
  • Citi
  • First Direct
  • Kestrel
  • Berry Bros. & Rudd
  • Frog Capital
  • Shell
  • The Marvellous Meat Company
  • Order Dynamics
  • The University of Oxford
  • INSEAD
  • Museum of Liverpool
  • Emirates
  • Riverside
  • Star Alliance
  • Citi
  • First Direct
  • Kestrel
  • Berry Bros. & Rudd
  • Frog Capital
  • Shell
  • The Marvellous Meat Company
  • Order Dynamics
  • The University of Oxford
  • INSEAD
  • Museum of Liverpool

In 1996, to overcome continuing restrictions on consolidation in the airline industry, United, Lufthansa, Air Canada, SAS and Thai Airways set out to create the world’s first airline alliance. Their aim was to provide all of their customers with worldwide reach, and their best customers with a smoother and more individual travel experience, www.staralliance.com.

Defining a global brand

Working with Pentagram partner Justus Oehler, www.pentagram.com, Simon Paterson developed the strategy and name for the distinctive identity created by Pentagram for the Star Alliance. The name ‘Star’ was chosen because it was easy to pronounce in many languages, sounded crisp and confident, and had many appropriate meanings. The five-pointed star symbolised the five founding members. The colour black was chosen because it was neutral, visible in busy airport environments and symbolic of the brand’s premium aspirations. Today, the Star Alliance is still recognised as the world’s leading airline alliance. And Justus Oehler continues to advise Star on its brand identity and communications.