Jet unveils new corporate identity

Mumbai, Apr 16 (UNI) As Jet Airways gets ready to take a quantum leap in the international skies, the corporate identity and brand mark of the airline has been refreshed and contemporarised.

The corporate identity and the change in the brand mark were unveiled at a star-studded high-tech presentation here today.

''With our major international expansion plans slated to begin this year, we have been working with Londor and Associates of London on developing a new look and feel for our brand,'' Guarang Shetty, VP (Marketing) said on the new corporate idenity.

According to Shetty, after many months of extensive consumer research in India and around the globe, ''we have confirmed that the current brand values of jet Airways of being professional, reliable and innovative do resonate with global airline travellers everywhere''.

''What we sought was a more up to date expression of those values and we have added 'touches' of India as major point of diffrentiation,'' Mr Shetty said.

This has been achieved by using a range of brighter, fresher colours while retaining many of the previous elements of the brand iconography. It has tested very well, both in India and with consumers in our key new international markets.

''As India's most prefered airline, recognised for our continous innovation and quality of service, our challenge was to ensure that the brand delivers key messages in global markets as we take the spirit of India to the world,'' Shetty told the gathering.

Jet Airways will take delivery of its first Boeing 777-300ER/A330-200 and the airline livery on the tail fin has been refreshed to include new and brighter colours, while retaining many familiar elements.

Describing the design changes as evolutionary rather than revolutionary, he said, ''We have retained the 'golden flying sun' on the vertical stabliser of our aircraft, it has been significantly enhanced using new decal technology from Europe rather than appearing as a single colour painted on the tail of the craft. The decal technology has allowed Jet Airways to create a multi-hued golden sun that appears to shine and sparkle.'' This very special interpretation of our 'flying sun' will only appear on the aircraft, other applications such as printed materials will use a solid color, but incorporate the new bright colours and design that add a 'tounch' of India to our brand, he added.

Anchored by Bollywood actor Aman Verma, the presentation was attended by Company Chairman Naresh Goel, Bollywood stars Shahrukh Khan, Shabana Azmi, and other film personalities like Karan Johar, Yash Chopra, Javed Akhtar, besides a host of top officials from the Jet Airways.

UNI