Branche Verkehr
Agentur Interbrand

Interbrand Develops Branding for AVIAGE SYSTEMS.


See­king to esta­blish a lea­der posi­tion in the glo­bal aero­s­pace mar­ket, GE Avia­tion and AVIC joi­ned forces in Novem­ber 2009. Com­bi­ning their uni­que exper­tise in avia­tion tech­no­logy, manu­fac­tu­ring, and manage­ment – the new com­pany pro­vi­des fully-integrated, open archi­tec­ture avio­nics sys­tems to meet the gro­wing demands of the com­mer­cial avia­tion industry.


In crea­ting a new, cohe­sive brand for the orga­niza­tion, GE and AVIC tur­ned to Inter­brand to deve­lop a name and visual iden­tity that would embody the vision and mis­sion of the orga­niza­tion and remain rele­vant as the com­pany works to expand globally.


Interbrand’s offices in New York and Shang­hai deve­l­o­ped the name, ‘AVIAGE SYSTEMS’. “AVIAGE,” com­bi­nes AVIC and GE, speaks to both the par­ent com­pa­nies that power the growth of the joint ven­ture, and also embo­dies refe­rence to the avia­tion indus­try. The Chi­nese name 昂际, mea­ning “open to the future of avia­tion and soaring fre­ely wit­hout boun­da­ries,” is rep­re­sen­ta­tive of the company’s spe­cial­ties in cutting-edge tech­no­logy and avio­nics solu­ti­ons that will serve in ele­vat­ing both the Chi­nese and glo­bal avio­nics industry.


The visual iden­tity resem­bles the cock­pit win­dow of an air­craft, sym­bo­li­zing the impro­ved flight expe­ri­ence and advan­ced ope­ra­tio­nal environ­ment brought by AVIAGE SYSTEMS’ open archi­tec­ture and inte­gra­ted avio­nics solu­ti­ons. It also resem­bles a fly­ing wing and vic­tory sign, encap­su­la­ting the mes­sage of strength and opti­mism about the future.


Com­men­ting on AVIAGE SYSTEMS debut, Nate Man­ning, Gene­ral Mana­ger of AVIAGE SYSTEMS, said, “The new brand marks a new chap­ter for our com­pany and rep­res­ents a fan­tas­tic oppor­tu­nity for us to do some­thing his­to­ric and game-changing. Being ali­gned under a new com­pany vision, mis­sion, and value set will lead the com­pany towards the same direc­tion and guide the team to thrive for a bright future with con­cer­ted efforts in the years to come.”


“Given the com­pe­ti­tive land­scape and history of both GE and AVIC, AVIAGE SYSTEMS has a uni­que oppor­tu­nity to dif­fe­ren­tiate its­elf wit­hin the aero­s­pace cate­gory,” said Mike Knaggs, Inter­brand Crea­tive Direc­tor. The stra­te­gic naming and visual iden­tity signals their com­mit­ment to take on glo­bal, not just natio­nal chal­len­ges wit­hin China. Addi­tio­nally, it will be used as a vehi­cle to share their mes­sage of glo­bal diver­sity, cust­o­mer insight, and qua­lity pro­ducts to its glo­bal audience. “


Head­quar­te­red in China, the company’s per­ma­nent office will open in 2014 with full R&D, tes­ting and inte­gra­tion capa­bi­li­ties. The head­quar­ters will be sup­por­ted by the company’s affi­lia­ted work sites in Grand Rapids, Michi­gan, United Sta­tes and Chel­ten­ham, United King­dom. The new cor­po­rate brand was first revea­led at the 9th China Inter­na­tio­nal Avia­tion & Aero­s­pace Exhi­bi­tion held in Zhuhai, Guan­dong, China on Novem­ber 13, 2012.