Jet Airways A domestic brand gets global wings
Above The new livery is a refreshing evolution. 01 The new ribbon motif reflects Jet’s energy and ambition.
Background For decades, Air India and Indian Airlines were the only Indian air carriers. Both were owned by the government and both were poorly run, with bad customer-service reputations. In 1994— post-liberalization of the Indian skies—a slew of private players set up operations and changed the market. By 2006, Jet Airways had emerged as the country’s leading private airline, earning itself a stellar reputation for efficiency, consistency, and professionalism—qualities previously unheard of in the Indian aviation industry. On the strength of its track record in India, Jet Airways had ambitious plans to create an international network crisscrossing the United States, Europe, and Asia, and to break into the list of the world’s top five airlines.
Challenge The purchase of a new fleet of wide-bodied aircraft for international operations provided Jet with an opportunity to reinvent its branding. Jet had a loyal customer base among Indians the world over, but it needed to attract non-Indians and to expand into new geographies. The brand was already known and loved in India, but had to sit comfortably with its international peer group and have the stature and pedigree of leading brands like Singapore Airlines, Cathay Pacific, Virgin Atlantic, and British Airways. Additionally, the domestic market had become very competitive, and the Jet brand was beginning to lose its relevance and sheen to younger, lowercost brands. The key challenge was to create a differentiated image for Jet Airways globally while reenergizing the brand in India.
Solution In 2007, we created a refreshed look for the brand based on the idea that Jet Airways is the smarter choice. The new identity is less corporate and conservative, and uses fluid motifs that reflect the brand’s energy and ambition. To appear less static, Jet’s golden “flying sun” was updated with multihues. The overall look and feel builds on existing equities while infusing touches of India by using brighter and fresher colors. The new image helped Jet Airways position itself as a leading international brand that embodies the spirit of the new India. It received numerous awards including second best long-haul airline at the Which? magazine honors in 2008 and was named one of Condé Nast readers’ top three airlines the same year.
© 2010 Landor Associates