Austrian Airlines
An airline brand springs to life
Overview
Austrian Airlines Group is made up of three carriers, Austrian
Airlines, Tyrolean Airways, and Lauda Air, serving 123 destinations
in 64 countries on five continents. For over 40 years, national
leader Austrian Airlines has presented itself as a progressive,
future-oriented airline whose major aim was to deliver its clients
best quality, security, and service.
Challenge
Following a detailed appraisal of the company's position within
the marketplace, and based on economic and commercial factors,
Austrian Airlines decided to reposition its brands to make them as
relevant to customers and differentiated from the competition as
possible. Landor was asked to develop a brand strategy and
positioning, and a brand architecture, which would then be
translated into a visual identity.
Solution
Based on the company's qualities, brand strategy, and
architecture, Landor developed a logo and brand platform expressed
by the Brand Driver, Spirit of spring—a determination to
put color, freshness, and liveliness back into the customer
experience. The revitalised logo, an evolutionary, dynamic
development of the existing arrow, is a red chevron, stylizing a
plane taking off. The identity was implemented across the entire
passenger experience, including lounges, concourse check-ins,
website, and cabins. Austrian Airlines reported a 37 percent jump
in passenger traffic following the relaunch.
“With the help of Landor's airline branding expertise, we
managed to restructure our brand architecture, which had become
complex over the years. As a result, we achieved a clear and
powerful presence in the marketplace.”
—Johannes Davoras, VP Corporate Market
Communications, Austrian Airlines Group