OTVETDESIGN

Rebranding
for "Rossiya" airlines.

Task

Rebranding for "Rossiya" united airlines.

The target audience

People in Russia who have ever travelled, are travelling or are planning to travel by planes.

Context

Last year Rossiya airlines went through the grand changes. The brand pushed on to a different level, having significantly expanded both plane fleet and route network. Ambitions went up as well — Rossiya as a new united airline is now capable to provide the people of the country with an astonishing comfort and absolute freedom of movement. The changes of such a large scale found distinct reflection in brand communication. Global rebranding has been implemented.

Strategy

The renovated Rossiya airlines come as the brand full of empathy and understanding. Everyone who lives in Russia is their potential client.

And imagined Fedor Sergeevich, who has to fly every month for his shifts in the North; and Maria, who once a year takes her children to the Crimea; as well as Anatoliy who yo-yos back and forth to negotiate in Moscow. The company is aware of and cares for the needs of each of them to the same extent it cares for itself. Because those people make Russia who Rossiya airlines work for in its full capacity.

Russia Is Me.
I Am Russia

Concept

Rossiya is a brand where "I am" ("Я" in Russian) comes first. The brand that does not see the crowd but faces; not imposed values but genuine needs; and not insurmountable walls but perspectives of the new frontiers. In the heart of the brand’s galaxy there is a person who for and for the sake of who all the company’s engines run. Brand’s route lines are the lines of life and the airlines mapped the whole country with them. Our job is to make people come closer to each other. And we, ourselves, are trying our best to come closer to people.

Implementation

The company logo has survived significant changes; however, it secured its recognized elements. Capital R mark also existed before, however there were difficulties with reading it.

After eliminating extra details and additional colors, the flourish elements became more distinctive, dynamic and corresponding to the renovated nature of the brand. The new exclusive face looks confident and "assembled", thus illustrating a different edge of the individuality of the brand which is known for always being on time.

The company logo has survived significant changes; however, it secured its recognized elements. The new exclusive face looks confident and "assembled", thus illustrating a different edge of the individuality of the brand which is known for always being on time

The development of the brand's new exclusive typeface became a critical issue. The font, being one of the key elements of the brand identity, now strengthens the visual integrity of the company's image. In this case the nature of image is in tune with graphic eurythmics of the logo.

Graphic constants

At the core of the pattern there is an element that resembles a fan. In terms of eurhythmics and shape the element is in tune with the company’s logo. Modules which take shape from the element repeat in a graphic form an image of turbine. Modules have a variable nature: they can form different patterns.

One of the key accidental elements of the brand identity is a flying plane, worked out of the logo. A vapor trail which follows the plane serves as both the decorative layout and the information demarcation in the documents.

Business records is a cornerstone of any brand identity.

The ideology of the company should run like a golden thread from a business card to a contract sheet. An image of plane with a vapor stream comes as this thread. The corporate pattern is used only on folders and plastic bags in order not to overload carriers and not to distract attention from the information.

Aircraft

Boeing-747 named after Saint-Petersburg was the first airborne craft to fly off in a new brand identity back in April 2016.

"Rossiya" airlines was so inspired by the successful start that they decided to launch a tradition of giving names of the cities to the newly painted jet airliners. Today you will recognize "Rossiya" airlines planes among thousands of others due to the new bright livery. The pattern is changing its density from the plane’s nose to the rear end. It is getting more intense as if it follows an air stream. This technique allows reproducing a feeling of flight and movement even when the plane is on the ground.

Boeing-747 named after Saint-Petersburg is in a home cold Pulkovo (Photo @ Oleg Botov)

Аboard

For all the members of the crew we developed a new uniform which meets the requirements of the new brand identity and is convenient for the crew.

The brand book contains over 30 pages of the detailed description of uniform for flight and cabin crew as well as for salesforce and airport ground services.

Minutiae of the attributes of pilots and cabin crew

In-flight services

With care of flight attendants, and what comes first, passengers we recast blankets, pillows and chairs for the better; having made them cozier both visually and tactually.

Having eye for small details is what distinguishes a good airline company.

Therefore, special emphasis was put on onboard utensils design. To create it we used an additional element of the brand identity — the "plane". It "departs" from the logo and leaves a vapor stream on cups, plates and lunchboxes.

Business class onboard utensils

Economy class lunchboxes and snack boxes.

Also, we developed a design for new air safety cards for passengers on Airbus 319, Boeing 747 and Boeing 777.

Illustrated in detail guidelines explain rules of passenger conduct on board in routine and emergency situations.

On ground

The new interior solutions in airports and sales offices where we created a cozy space for both staff and clients is worth of separate attention.

We transferred the design system to the dimensional solutions.

And created a cozy space for company’s visitors and employees. The office interiors reflect the company’s harmonious and reserved stylistics

Traveler’s bare essentials

The detailed space branding system was developed

Down to the last detail

Transport

For taxi, as well as for airlines, being on time is critical. Therefore, we branded vehicles with the pattern which repeats the livery.

Surely, "Rossiya" airlines taxi strictly keeps to the schedule as well.

Every type of transport has its own face in tune with the common style.

Digital environment

With a new brand identity, we revised the airlines' website in full. Our goal was not only to change the company's website on the face but make it more functional and user-friendly.

The main page space of the new "Rossiya" airlines website is used to promoting company's services to the maximum extent.

Over 80 layouts were sent to the technical department.

We set a simple and clear algorithm for working with the website, including behavioral adaptability, to make it possible for the company to support it on its own in future.

www.rossiya-airlines.com

The website is engineered in such a way that it is user-friendly on different devices. Both the mobile and the full version of the website allow browsing full information of the online board, reserving tickets and getting any information about the company that is of interest for a user.

Brand Identity Manual

Everything mentioned above resulted in the big "Rossiya" airlines' brand book.

On the 225 pages there are guidelines for using the brand identity and adaptation formulas for each carrier whether this be business records or advertising panel.

The two-page opening with contents allows regarding the scale of work performed by the agency.

Full guidelines

Brand book considers all the types of carriers and gives detailed examples of good and inappropriate use of the brand identity elements.

Instructions for using typeface are provided. Principles of the brand’s communication feed for different channels and audiences are given. Use of website scheme, website support and content filling are created.

Parts of the brand book give detailed instructions on how to design utensils, which colors and patterns should be used for pillows and blankets and how exactly should the uniform be made for crew and onboard staff.