• Ljubljana

    In my opinion the design is just fine, but the whole idea of a brand “Air Serbia” is a total failure. We don´t have to put here out some abstract philosophy, but branding should be made on a solid advertising and sociological base and not on some cheap (and really problematic) insights into the “art history”. Just to put it in short:

    – We are not talking about the Scandinavia or United States and Canada. We have to deal here with a Balkan and Southeast-Europe market which is highly nationally sensitive. A direct national brand such as “Air Serbia” may only narrow the company´s actions and market and provoke some rivalizing investments in the neighboring countries. There are plenty of Croats, Bosniaks, Albanians, Montenegrins, even Hungarians and Bulgarians who will never fly an airliner called “Air Serbia” except if there is a huge difference between the ticket prices in favor of Air Serbia. But even then, the company called “Air Serbia” may just dream to open the bases in the neighboring country with that kind of archaic-national branding. Regarding the fact that Serbia has only 1 (2) airports and the whole region more than 30, it is an obvious failing to adjust to the local business possibilities.

    – The name JAT is recognizable in the aviation industry, and could easily gain the old respect with a good service introduced by Etihad. It could be also easily deconstructed as Juznoevropski aerotransort (South European) or Jugoistocnoevropski aetoransport (Southeast European), and apparently become the leader of the whole region.

    – Finally, the name JAT is a big deal, since it was identical with the company´s international abbreviation (very rare case and privilege) and it is written in the same manner in Cyrillic and Latin script of the region, the first one being in use in
    Bulgaria, Serbia, Montenegro and Bosnia.

    Once again, very fair design, but horrible rebranding strategy which will bring a lot of trouble to the company in extremely nationalistic environment of Southeastern Europe.

  • Petric

    I don´t see any win to base an airliner´s brand on Middle ages, when the whole civilization
    was suffering under wars, hungers, fear, plague! The story about Nemanici and some glorious Serbian peaceful time even doesn´t fit the reality. Nemanici multiplied their territory something like 20 times not because people were
    willing to give them land and mountains, but because they have conducted very sever wars. They also richly supplied the Western Crusades armies with food, bed and transit on their way to fight Muslim Arabs in the Middle East, so it seems to me to be a kind of a disgusting manner to choose Nemanici history for a new Serbian-Arabian brand.

    I remember, back in the 1980s there were different posters and airlines manuals including the trademarks/logos of all major airlines in the world. It was a commonly shared opinion that JAT´s oval logo from the 80s was the absolute Nr. 1
    eye-catcher on the whole list. A fact surely owned to an ingenious proportion of the logo space and letters that made JAT´s trade mark always look double as large as the others. Now, that JAT logo, always recognizable at the airports,
    very catchy and easy to remember, was something that was ”envied” by far more serious aviation industry players around the world than JAT ever used to be. And that is what a successful branding is about, not some “buzzing” on
    professional or newspaper forums.

    Excuse me if I´m being naïve, but what´s the catch with the rebranding an airlines on the bases of mediaeval gospel
    manuscripts and legislation? Let´s put the things straight: if one opens or rebrands a pastry shop or a shipping company or a hospital, there is always that option to put some “history” into the brand and design or, in opposite, just to make some contemporary/future story out of it. To use history it makes sense – if you study old pastry recipes and
    backing equipment (pastry shop), if you study old boats and ships, old maritime maps and routs, portraits of famous captains or historical harbours (shipping company), or if you study antic medical philosophy, mediaeval pharmacy, anatomy books from the 15th or 16th century (hospital). But if you rebrand a pastry shop, a shipping company, a hospital or an airliner on the ground of mediaeval gospels and legislation books than it is what people in arts commonly refer to as the “pure Kitsch”! On the one side there was a decision made just to go over the 90 years of JAT´s history as it is a totally obsolete trash for the rebranding. And there is a new brand explained and argued with company´s and designer´s deeply feeling for the history!