Singapore Airlines Singapore Airlines

Singapore Airlines

Update of an identity for Singapore's national carrier

Singapore Airlines

The logo in gold with a livery in blue is part of a refreshed corporate identity for the Singapore Airlines (SIA). In 1986, the national carrier announced it was spending about S$1-million to improve its look which had become haphazardly applied with more subsidiaries and applications. For instance, its original yellow bird symbol against a midnight blue background did not always point in the same direction. The symbols also sometimes came in black.

SIA hired back its original brand consultant Landor Associates. It decided early on that the bird symbol would remain along with its stewardesses' signature sarong kebaya. They eventually came up with a packaged of revised graphics including stationery, apron, aircraft interiors, offices and lounges.