Turkish Airlines Content Design System | Horizon

Introduction

1. Why Horizon?

1.1. Why did we choose this name?

As a self-living structure with the potential to grow and develop, design systems also need a name that will symbolize their originality, purpose and vision.

Horizon evokes the idea of broadening one’s view and exploring beyond the familiar. In accordance with Turkish Airlines’ vision, the design system represents the vastness and new possibilities of travel.

2. About this document

2.1. What is the Horizon?

Horizon is Turkish Airlines’ comprehensive content design system, created to guide you through every aspect of crafting effective content. It’s a compass for crafting exceptional content that aligns with Turkish Airlines’ mission to “Widen Your World.”

Packed with clear guidelines, practical examples, and innovative solutions, Horizon helps you create messages that resonate with our audience, regardless of platform or language. It ensures every piece of content reflects the premium experience we promise to our passengers, inspiring them to explore the world with us.

2.2. Why we created the Horizon?

Turkish Airlines has a distinct character and voice, one that embodies our global reach and hospitality. Our goal is to maintain this unique tone across every language and scenario. Horizon provides the tools and guidance needed to speak to our passengers in the most accurate, respectful, and consistent way possible. By unifying our voice, we create a seamless and valuable experience for every traveler, wherever they are in the world.

3. Principles

3.1. Summary of creating appropriate content:

You can always write creative, beautifully crafted, and feel-good content. But that doesn’t necessarily mean it’s the right fit for Turkish Airlines. When writing for a Turkish Airlines product, always make sure to:


  1. Be clear and concise.
  2. Write as if you’re warmly welcoming the user, always showing empathy.
  3. Let them feel the safe with exciting experience you’re creating.
  4. Don’t forget to guide the user every step of the way.
  5. Offer options—don’t make them feel like they’re stuck with only one solution.
  6. Be inclusive, striving to reach as many people as possible.
  7. Whatever you’re expressing, craft it in a way that’s easy to understand. Avoid unnecessary complexity.
  8. Make usability your must. Always prioritize the user’s satisfaction and the value they’ll get from the experience.

Let’s follow the principles below to create appropriate content and build a meaningful connection with every user.

3.2. Use sentence case for readability:

Content written in sentence case is easier to read and feels more approachable. Avoid using all caps, as it can come across as shouting to the reader. Our tone is welcoming, not overwhelming.

3.3. Make content scannable:

People do not have so much time to read online channels. Use clear headings, concise paragraphs, and appropriate keywords to ensure content is easy to skim and understand at a glance. Structure information logically to guide users effortlessly through the text.

3.4. Adopt a conversational tone:

Speak with your audience, not at them. While we generally maintain a formal tone, that doesn’t mean we can’t be friendly. Make users feel valued and understood without being overly sentimental. You can establish an emotional bond with users by showing hospitality and respect. Don’t just listen to them—ensure they feel you’re truly engaging with them.

3.5. Ensure global relevance:

Write content that is meaningful across cultures and languages. Avoid local idioms, proverbs, and jargon that may not resonate universally. Content should be inclusive and understandable to a global audience.

3.6. Consult a content designer when needed:

If you encounter uncertainty while creating content, refer back to this guide or seek advice from a content designer. Collaboration ensures clarity, consistency, and the best possible outcome.

3.7. Be channel-friendly:

Content should maintain its meaning and effectiveness across various platforms and devices. Consider how it will appear in emails, websites, apps, or social media, and adapt accordingly to ensure clarity and relevance everywhere.

3.8. Prioritize accessibility:

Design content with accessibility in mind. Ensure language, structure, and formatting are inclusive of all users, including those with disabilities. Use alt text for images, write clear call-to-actions, and avoid ambiguity to make content usable for everyone.

3.9. Focus on simplicity and precision:

Avoid overcomplicating messages. Use plain language that is direct and free from unnecessary jargon or technical terms. Simplicity ensures understanding for all readers, regardless of their background.