Air travel is key to the Russian Federation’s diversification strategy.
The new brand position of Transaero, a 25-year-old airline and the biggest independent carrier in Russia, is ‘To the future together’, which suggests the wider goals of the Russian Federation and the airline’s role in the achievement of those goals.
The new brand, designed by global creative agency StartJG, honours Transaero’s heritage – it keeps the brand’s signature blue, red and white – but a bespoke Cyrillic typeface has been introduced to the brand and will be used across livery, digital applications and all communication collateral. The new identity is an expression of change to reflect positive changes undertaken within the business.
Olga Pleshakova, CEO of Transaero Airlines, says, "We want passengers who choose Transaero to feel truly surrounded by a similar care you would receive from your family. While retaining our caring culture, we have modernised the image of the company."
Transaero aims to become one of the world’s best airlines while enhancing the profile of Russia as a tourist destination. After receiving a credit guarantee from the government in January, Transaero remains focused on boosting trade, particularly within Russia, from nearby former-Soviet states and from China.
First launched in May, the new brand and identity coincides with the introduction of a new fleet.
Mike Curtis, group chief executive of StartJG, says, “With the relaunch of the brand identity, Transaero has taken this opportunity in time, against a challenging economic environment, to take a confident step towards the future.”