German low cost carrier Air Berlin has come up with a new logo, changed logo type and new slogan.
If you ask me (being in media industry for quite some time), it’s one of the worst airline logos ever. The logotype is ok, but the logo is completely tasteless, cheap, un-creative, horrible. Let’s face it, every moderately talented design student could have come up with a better one. What does it symbolize anyway? The sun and a wave? An eye? A passengers head hit by the reclined seat in front? – wow how creative … come on! This logo could even be mistaken for some Asian airline or actually for the logo of the Marriott Hotel Group.
The new solgan “Genau deine Airline”, translated: “Right your Airline”, as well, is as cheap as the logo itself.
. is . was a known brand and had a high recognition value of its old Corporate Identity.
With the new, totally different looking tail logo they’re destroying their own market recognition and need to establish their brand once again, literally starting by “0”, but this logo won’t help to build a strong brand. I’m predicting that the logo will be changed again, in a time frame of only a few years.