Branding National Airline of Serbia – Total Company Branding and Visual Identity
Start Date: July 2013
End Date: October 2013
Job Title: Graphic Designer and Brand Manager
Client: Etihad Airways (UAE) / JAT Airways (Serbia)
About the project:
• Serbia’s only airline carrier, Jat Airways, underwent a major rebrand, including name- changing and a new branding strategy. JAT Airways now is known as Air Serbia, after a strategic partnership agreement with Etihad Airways. In July I’ve been hired by a new CEO of Air Serbia, Dane Kondic and Etihad Airways management to work in Abu Dhabi on a complete branding for a new national carrier, named Air Serbia.
• Having in mind that Air Serbia is a completely new airline, the idea was to create a branding that will represent Serbia as a modern country which relies on its national symbols and rich history. The most important thing about this project was to start a new identity process, not only for an airline company, but for the whole country. Because of its concept, the identity now provides different possibilities in visual branding, a lot of details and options on how to represent Serbia and its culture throughout the world and to gradually make something recognizable and unique, something modern that dates far back into the past and rich history that country can only be proud of. Serbia needed a visual identity recognizable in the world and my goal was to finally create one.