Lifting profits in a downturn
Brand strategy & positioningBranded environmentsIdentity & designBrand architecture
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.