Garuda Indonesia

Lifting profits in a downturn

A year after it rebranded, Garuda was able to reverse years of losses and post an $82 million profit—even during an economic recession.


Date
2013

Client
Garuda Indonesia

Brand
Garuda Indonesia

Industry
Airlines

Capability
Brand strategy & positioning
Branded environments
Identity & design
Brand architecture

Awards
4-star ranking, Skytrax
8th best airline in the world, Skytrax

Garuda Indonesia was the country’s flag carrier, but it wasn’t presenting itself as an international player. It hadn’t updated its look since 1985, when Landor created the iconic garuda symbol. Garuda, from Sanskrit meaning eagle, is a large mythical birdlike creature appearing in Southeast Asian mythology. The garuda is the country’s national emblem and ideal for a domestic brand, but the company wanted to go further, attracting more international travelers. Garuda came to Landor for help extending its reach while maintaining its core brand idea: Indonesian hospitality.

More than a logo, the new visual identity system speaks to the idea that Garuda offers Indonesian hospitality wherever it travels. The key design element is a revitalized rendering of the Garuda eagle, represented by a stylized feather or “nature’s wing.” The idea is expressed throughout the customer journey, from airplane livery and interiors to airport lounges around the world, boarding passes, uniforms, and in-flight food service.

In the depths of the global financial crisis, when airlines around the world struggled and every other airline in Indonesia was losing money, Garuda saw record profits. The airline, which posted a Rp 811 billion loss in 2004, turned a Rp 1 trillion profit in 2009, was awarded a four-star ranking and named the eighth best airline in the world by Skytrax. The brand refresh was so successful that it prompted Garuda to seek new avenues for growth, including the introduction of a first-class offer.

 

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