Thai Airways' original "dancing man" logo was designed by Prince Kraisingh Vudhijaya. It depicts a traditional Thai dancer.
The font was also used by Scandinavian Airlines System, who co-owned the airline at the time. Early liveries were also very similar to the ones uses by SAS.
In the mid-1970s, Thai was expanding and needed a new corporate image. A new identity was developed by Landor Associates of San Francisco. The entire identity used gold, purple and magenta, and was inspired by Thai culture.