https://www.thebrandingjournal.com/2016/05/etihad-airways-rebranding-paid-off/ Branding Strategies, Case Studies, and Resources. Tue, 23 May 2017 09:24:48 +0000 hourly 1 https://wordpress.org/?v=6.8.2 https://www.thebrandingjournal.com/2016/05/etihad-airways-rebranding-paid-off/#comment-12646 Tue, 23 May 2017 09:24:48 +0000 http://www.thebrandingjournal.com/?p=2312#comment-12646 Great article and what a lovely idea to use the sand dune structure for rebranding. Creates a strong visual identity system.

]]> https://www.thebrandingjournal.com/2016/05/etihad-airways-rebranding-paid-off/#comment-12575 Wed, 11 May 2016 03:23:31 +0000 http://www.thebrandingjournal.com/?p=2312#comment-12575 Very interesting article – thank you. Love the new visual identity, it makes the brand look very professional and the planes look comfortable.

]]> https://www.thebrandingjournal.com/2016/05/etihad-airways-rebranding-paid-off/#comment-12573 Thu, 05 May 2016 15:32:03 +0000 http://www.thebrandingjournal.com/?p=2312#comment-12573 All the article talks about is the design of some polygons. But what actually was the brief and the strategy? Why did it need to change? What customer experience insight was identified to inform the design brief? What is the positioning strategy given the other Gulf carriers? How did that lead to a design solution? What changed operationally? Has the culture of the airline been addressed in some way? What values were enhanced or changed to support a real change? Where’s the customer in all this? If these and many other questions were not part of the thinking then the correlation between the polygons and an increase in growth is tenuous… Yes, it looks nice. That isn’t enough. Branding, done properly is more than logos and palette.

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