In a branding initiative developed by brand consultancy Landor Associates, the theme revolves around on the idea of ‘Nature’s Wing’. The airline's outdated logo has been replaced with a more modern one, refining its bird symbol. The accompanying visual system has been refreshed and is built around a new design element.
Landor designed the previous logo twenty-seven years ago. The new image aims to ‘capture the spirit of Indonesian hospitality’ and professionalism.
“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.
“The airline is taking this opportunity to upgrade its brand into a world-class airline and align with consumers on a personal level. Fifty aircrafts are added and new flight routes are in service to bring the airline up a notch, even when the industry is not as its best during the economic downturn,” he said.
Developed by Dentsu Strat, consumer advertisements will run across print, cable television and cinema. ICON is responsible for the public relations for the airline’s Southeast Asian and South Pacific business.
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Credits:
Project Garuda Indonesia Brand Refresh
Client PT. Garuda Indonesia
Creative agency Dentsu Strat
Creative director Shafiq Muljanto
Art directors Teguh Wibowo, Dini M Hatta
Copywriter Ayu Soemilir
Agency producer Conny Miranda
Media agency Dentsu Cubic
Production house Velocity Jakarta
Brand consultancy Landor Associates
Public relations agency ICON
Exposure Television, print, events
