MALAYSIA AIRLINES REBRAND

TitleMALAYSIA AIRLINES REBRAND
ClientMALAYSIA AIRLINES
Product / ServiceA380
CategoryA01. Corporate Identity Schemes
EntrantLANDOR ASSOCIATES Singapore, SINGAPORE
Entrant Company:LANDOR ASSOCIATES Singapore, SINGAPORE
Design/Advertising Agency:LANDOR ASSOCIATES Singapore, SINGAPORE

Brief Explanation

Malaysia Airlines didn’t invent flying. But with the addition of the world’s largest aircraft, the A380 to their fleet, they wanted to reinvent the flying experience. No minor feat for an airline better known for affordable fares than in-flight amenities. Showed the world (and bigger, better-known competitors) that they were ready to soar with a new kind of premium flying experience. One that spans your entire journey – from booking to baggage carousel – in a uniquely Malaysian way!

The Brief

Malaysia Airlines had big news about a new bird - their first A380. However their current image was suffering from declining sales and low expectations. To ignite broad interest in the new arrival a brand revival was requested – to capture the brand's heritage but also deliver a contemporary and premium lift to the brand. The brief included reviewing positioning, identity, brand architecture, applications and completing a succinct identity guidelines document.

How the final design was conceived

A new strategic positioning and contemporary brand story was successfully established in client workshops. The design system was constructed in a manner that promoted a premium brand experience, while signaling a bold and decisive step forward for their brand personality. Typography needed to evolve from complicated and intricate to modern and open, while considering the established equity of the original kite icon. Aggressive adjustments made to the colour palette enhanced the new premium positioning, while a dynamic graphic "jet stream" device harmoniously ties the identity system together across the entire brand.

Indication of how successful the outcome was in the market

Numerous digital blogs and sites were inundated with positive feedback confessing love for the new brand but also commitment by people to fly with the airline. In the first month of unveiling the new brand, Malaysia Airlines enjoyed a 27% increase in sales. This positive trend continues and the brand continues to focus on online as a key channel.

Credits

Name Company Position
Caroline Amand Landor Associates Executive Director Brand Strategy
Simon Bell Landor Associates Director Brand Strategy
Ben Chong Landor Associates Creative Director
Sungwon Jee Landor Associates Design Director
Waihan Wong Landor Associates Senior Designer
Evonne Chung Landor Associates Client Director
Sunita Sudheesan Landor Associates Senior Client Manager