Branche Verkehr
Agentur Landor

Garuda Indonesia Introduces vibrant new brand identity

Pressemitteilung
23.7.2009
garuda_2009

Garuda Indo­ne­sia, one of Asia’s lea­ding air­lines, today unvei­led a refres­hed cor­po­rate iden­tity and new visual sys­tem desi­gned by Landor Asso­cia­tes, one of the world’s lea­ding stra­te­gic brand con­sul­ting and design firms. Garuda Indo­ne­sia embar­ked on this brand refresh as part of a broa­der initia­tive to bet­ter reflect its domestic lea­dership and trans­form cust­o­mers’ tra­vel expe­ri­en­ces when fly­ing with the air­line. Landor was appoin­ted based on the work they did on Garuda’s pre­vious and ori­gi­nal iden­tity in 1985.

 

The airline’s out­da­ted logo­type was repla­ced with a more modern one and its beau­ti­ful bird sym­bol was retai­ned, but refined. The accom­pany­ing visual sys­tem was refres­hed and is built around a new design ele­ment — a sty­li­zed ren­de­ring of a fea­ther known as “nature’s wing” which con­nects the look of a flut­te­ring wing with other ele­ments in nature — from water ripp­les to the petals of a flower. This visual sys­tem cele­bra­tes the con­nec­tion bet­ween Garuda’s ico­nic wing, its home in Indo­ne­sia, and the air­lines’ com­mit­ment to its valued cust­o­mers. “Garuda is com­mit­ted to respec­ting nature while cele­bra­ting the beauty of their natio­nal assets and rich Indo­ne­sian cul­ture,” said Andy Keene, crea­tive direc­tor at Landor Asso­cia­tes. “We wan­ted to pro­mote Garuda using the same spi­rit as the Visit Indo­ne­sia Year — which empha­si­zes how Indonesia’s beau­ti­ful land­scape strikes all of our sen­ses — and inte­grate Garuda’s har­mo­nious, multi-faceted ser­vice with a keen under­stan­ding of its pas­sen­gers’ needs to live life to the fullest.

 

This new pro­gram allows the pas­sen­ger to see Garuda and Indo­ne­sia at its best.” The nature’s wing ele­ment appears in both exp­li­cit and sub­tle forms on various app­li­ca­ti­ons from a vibrant new livery, to mem­bership cards, to adver­ti­sing and suc­cess­fully cap­tures the spi­rit of Indo­ne­sian hos­pi­ta­lity. It also helps con­vey Garuda’s vision to be seen as a more con­fi­dent and pro­fes­sio­nal air­line. The new image infu­ses attri­bu­tes of caring ser­vice, responsiv­en­ess, and pro­fes­sio­nal dedi­ca­tion into the new Garuda Indo­ne­sia brand.

 

The Pre­si­dent of Indo­ne­sia, Susilo Bambang Yud­ho­yono, known as Pre­si­dent SBY has com­men­ted that the new Garuda livery design Landor has crea­ted is both beau­ti­ful and uplif­ting for Garuda and the image of Indo­ne­sia. The first of the 50 new B737-800 NG (Next Gene­ra­tion) air­craft will soar high in the sky on 23 July 2009, and proudly show­case the refined Garuda Indo­ne­sia brand with the rene­wed energy of a world-class air­line, and the ele­gant nuan­ces of Indonesia.