GARUDA INDONESIA BRAND REFRESH by Landor Beijing, Landor Jakarta for Garuda Indonesia

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GARUDA INDONESIA BRAND REFRESH

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Industry Airlines
Media Design & Branding
Market Indonesia
Agency Landor Beijing
Creative Director Andy Keene
Designer Bi Tao
Agency Landor Jakarta
Released July 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: GARUDA INDONESIA
Product/Service: AIRLINE
Agency: LANDOR BEIJING
Agency: LANDOR JAKARTA
Date of First Appearance: Jul 24 2009 12:00AM
Entrant Company: LANDOR BEIJING, Beijing, CHINA
Design Director: Chen Weiting (Landor Associates)
Creative Director: Andy Keene (Landor Associates)
Client Manager: Alexandra Bastedo (Landor Associates)
Client Manager: Nilam Moeliono (Landor Associates)
Implementation Designer: Cao Gui (Landor Associates)
Designer: Bi Tao (Landor Associates)
Senior Designer: Zhang Miao (Landor Associates)
Client Associate: Mandy Zhang (Landor Associates)
Media placement: Plane Livery Exterior Design - Plane Livery - 24/07/2009
Media placement: Inflight Amenities - Inflight Experience - 24/07/2009
Media placement: Inflight Crockery - Inflight Experience - 24/07/2009
Media placement: Brochures - Airline Lounges And Travel Offices - 24/07/2009
Media placement: Stationery - Interoffice Communication - 24/07/2009
Media placement: Membership Cards - Customer Mailings/Membership - 24/07/2009

Describe the challenges and key objectives
Garuda already had loyal Indonesian customers, but needed to attract non-Indonesians as well, especially when it enters into new routes internationally. Garuda decided to reposition its brand to stay relevant to customers and differentiated from the competition. Garuda wanted to enhance its image and to infuse attributes of caring, responsive, and professional dedication to customer care and service excellence into the brand. Important to note that Garuda loved their symbol, so our challenge was to maintain the symbol but make the brand feel new again.

Describe the brief from the client
First some background: Garuda Indonesia is the national carrier for the Republic of Indonesia. Garuda, from Sanskrit meaning eagle, is a large mythical bird-like creature that appears in both Hindu and Buddhist mythologies. Garuda first successfully partnered with us in 1985 to develop the carrier’s identity, which is still in use today. Because Garuda was facing increasing pressure from regional competition, we were asked to revitalize Garuda’s existing identity to better reflect its domestic leadership and to transform the travel experience.

Describe how you arrived at the final design
The new system is structured around the stylised rendering of a feather known as 'Nature’s Wing' that converts the energy of a bird’s wings into all forms on earth, from water ripples to the petals of a flower. It brings to the surface colours and the warm hospitality and vibrancy of Indonesia into a memorable customer experience. The new Garuda Indonesia soars high in the sky and proudly showcases the refined brand with the renewed energy of a world-class airline and the elegant nuances of Indonesia. In order to maintain equity, but elevate the image, we replaced Garuda’s outdated logotype with a more progressive wordmark and refined the existing symbol very slightly.

Give some indication of how successful the outcome was in the market
Since Garuda's brand refresh launch, the company has experienced a true lift in spirit brought on by 'Nature's Wing'; The new livery has received enthusiastic acclaim from loyal customers and new audiences, especially as Garuda begins more and more flights to Europe. It's clear that they are now presenting a more international image.