Problem Statement

Jet Airways (India) Ltd. is a grounded Indian international airline based in Mumbai, India which, on 17 April 2019, temporarily suspended all flight operations. On April 17, the airline has suspended all flight operations, due to lenders rejecting Rs 4 billion of emergency funding and its membership in the International Air Transport Association (IATA) was suspended.

As they ceased operations due to their financial crisis, they cancelled the flight tickets of many. Even though they refunded the tickets at that point, right now they have lost their presence among the travelers. So in the future, when they get resurrected, as a brand people might not trust them. So, a rebrand is must for them to grow and to retain back people's trust.

Background Study: The story behind the branding of Jet Airways

Jet Airways was the first baby born out of 1991 economical liberalization in India. It was started as a vision to create a world class airline service that would challenge the major players like Singapore Airlines and British Airlines. When most of the airlines companies used their state colours as the primary colours for branding, Jet Airways branding headed by K.V. Sridhar followed a non-sate owned symbol which shall be relevant to flying and must represent modern India.
The final logo signifies a sun with the speed lines as the airline flies. Many called this indescribable logo as the ‘Flying Sun’

Creating a Logo

Ideation

Keeping the story and established brand identity in mind, we started off with designing a logo that represents the qualities of Jet Airways (World Class Airlines, Happy Flying Experience) and that would regain the trust after it resurrects. After multiple variations and iterations two logos where filtered out for the final one.

Variation 1

Jet airways ceased its operations due to cash crunch and is later revived making it similar to a sun (already existing identity) coming out of an eclipse. The sun generated with the Mandala type design represented India’s tradition and the sharp edges added dynamism to the logo which is perfectly rested on the typography.

Variation 2

Derived from the old Jet Airways logo, this variation is very much modern and is equally dynamic. The negative space shows the sun rays and the shape represents a happy figure and a flying bird which resonates with the the airlines philosophy. The multilingual consistency of the Gotu fonts perfectly blends with the form.

Final Logo

We went ahead choosing the Variation 2 as it does not go well out of the existing established brand so that people will not forget the successful Jet Airways of 2010s while also trust the new brand.

Font

Gotu font fits very well with the existing brand.
FONT USAGE: Books, Website, News paper, Multi script, language and goes very well for both devanagari Multilingual Branding, Signages, Identity, Display Type and Latin letters.

Colour Scheme

The existing colours of Jet Airways, Oxford Blue and Bright Yellow (Crayola) is retained in the new branding to maintain the well established and unique brand identity. While trustworthiness and royalty is conveyed through the blue, happiness and cheerfulness is conveyed through the bright yellow. Gradients is also followed to give a contemporary touch.

Deliverables

We secured the first position for the submission!

Thank you!

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