Azul Linhas Aéreas Brasileiras presents its corporate image
The work was completed after three months and included the direct participation of the CEO, David Neeleman, and Trey Urbahn, the company’s marketing VP. The design is by Gianfranco Beting, Azul’s marketing director.
The company logo is a representation of the map of Brazil, reworked through a liberal interpretation of the states which comprise the Republic, displayed in a stylized fashion. As a whole, it shows a picture of a Brazil which is modern, united, exuberant, by applying a symbolic color for each of the 26 states of the Union. This "pixelized" map is the central element of the corporate image.
"The map is the clear, categorical representation of our pride in serving Brazil", declared David Neeleman. "It clearly signals our intention, not only to serve but also to integrate the whole country".
As you would expect, the predominant colors are distinct shades of blue, used across the wide range of logo uses. From aircraft to uniforms, printed matter to the website, the blue of our skies is a dominant presence, contrasting with the exuberance of the colorful map.
"We wanted to have an image which was cheerful, different, contemporary, but above all, quintessentially Brazilian. I believe we reached our objective. The chosen logo pays homage to our country and its people, but without any connotations of conceitedness. It is the Brazil of tomorrow, a modern Brazil, which we will help to build and unite through our endeavors", summarized David Neeleman.
Gianfranco Beting spoke about certain aspects of the new logo: "The intensive use of color, allied to modern lines, points towards our vision for the future of this country: modern, vibrant, put in a global context, but without losing its exuberance and sense of fun, the most conspicuous features of our nation. The logotyping uses Helvetica, a classical typographic font. Always up-to-date, it exudes a sentiment of safety, solidity and seriousness, fundamental to an airline like ours, which is primarily focused on safety and operational quality".
This pride is particularly conspicuous with the application of the new image on the aircraft. Gianfranco Beting explains the basic definitions: "Firstly, we decided on the use of a darker blue for the lower part of the fuselage, enhancing the slender silhouette of the Embraer 195. The upper part is white, as decreed by David, concerned with simplifying maintenance, reducing the aircraft’s internal temperature and giving an image of purity, cleanliness. The map on the tail attracts attention and gives value to the logo, the focal point of the corporate image".
As a final flourish, the aircraft will get secondary strips in a variety of colors, applied to the tail fin, engine nacelles, winglets and fuselage, so as to create a different look for each aircraft. One aspect which demonstrates that even the smallest details were exhaustively thought through and discussed, as Beting explains: "David and Trey were key to the definition of the basic guidelines. The design and approval process took around eight weeks to complete. There were five separate sessions for the design of the image and its application to the aircraft, with opinions provided by all the company’s main executives. More than 80 different layouts were examined. The process was made easier on account of one factor: David knew precisely what he wanted. Therefore, there was always a clear constant against which to judge the different options".
This process ran in parallel with the choice of names, but Beting explains that the logo won immediate approval. "The map of Brazil was one of the first proposals to be presented and was approved almost right away. Then, once the name Azul was chosen, it was reworked to fit in with the predominant color."
The first practical use of the new identity is on this website which was published to coincide with the press interview, to present the new image, which took place on May 28. Over the next few months, the work of standardizing the use and application of the image will be completed, in time to be used on the uniforms, printed material and the aircraft, which will begin to arrive next December. The estimated start of operations is forecast for early 2009.