Along with its corporate revitalization plan, Czech Airlines has also been gradually working on changes to its overall visual presentation over the past eighteen months, the last phase of which is underway now - implementing the redesign of the Czech Airlines’ logo. These changes have already been seen in customer promotional materials and in new staff uniforms. The airline’s sales offices have also slowly been getting a brand new look. Czech Airlines recently redesigned its largest sales office, which is located in downtown Prague.
This process will not result in any additional costs to the company because the rebranding will be applied incrementally. “The painting of the outside of our planes has to be redone on a regular basis - roughly every five years. The Czech Airlines planes will therefore not be redressed in the new colors until they undergo their regularly scheduled maintenance,” said Petr Pi?t?lák, the company’s Vice President for Marketing and Product Development. The company will change its logo, as featured on all other materials and equipment, in a similar manner.
The new Czech Airlines design will rejuvenate the brand and will better complement the modern and dynamic character of the company. The updated logo, which will boldly feature the name ‘Czech Airlines’, will also be easier for foreign customers to identify, when compared to the current, often used, acronym ‘CSA’. Foreigners represent 80% of the airline’s customers. For Czech customers, the traditional CSA initials will still be easily visible in the new logo.
“Surveys, conducted both in the Czech Republic and in other countries, have shown that the existing logo was thought of as stern and uninteresting. It was associated with a lower standard of Eastern European services and it did not properly reflect what Czech Airlines actually offers. The series of changes that our company has undergone in recent years have transformed us into a modern and a strongly customer-oriented company. We therefore wanted to reflect these attributes in the visual presentation of our airline,” explained Petr Pi?t?lák.
The new, refreshed logo was designed by Michal Kotyza, a Czech Airlines’ employee and a talented young graphic designer. His roughly half-year long work on the new logo should payoff not only in terms of the elimination of the post-communist image, which Czech Airlines still evoked among some foreign customers, but also in terms of giving the airline a simpler and more clean-cut visual identity to use. “The upgraded branding will make it easier for us to use - for example in association with the Czech Airlines’ subsidiaries and on the individual products offered by the company,” said Kotyza.
Czech Airlines is not the only air carrier to have recently decided to redesign its logo. Other carriers such as America’s Delta Air Lines and Russia’s Aeroflot have also recently undergone a similar rebranding.