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Air Serbia Unveils New Visual Identity with the Slogan ‘Tradition Elevated’

Air Serbia has unveiled a new visual identity with the slogan ‘Tradition Elevated’, blending heritage with a modern expression and reaffirming the national airline’s role as an ambassador of Serbian culture and hospitality.


Air Serbia Airbus A330 Featuring Stylized Image of Nikola Tesla on Tailfin - Courtesy Air Serbia
Air Serbia Airbus A330 Featuring Stylized Image of Nikola Tesla on Tailfin - Courtesy Air Serbia

On Thursday (September 25, 2025), Air Serbia announced the unveiling of a new visual identity with the slogan ‘Tradition Elevated’, blending heritage with a modern expression and reaffirming the carrier’s role as an ambassador of Serbian culture and hospitality. With the brand refresh, Air Serbia aims to highlight their unique identity, deeply rooted in tradition and an emotional bond with their guests.  The new branding has been designed to give travelers a sense of warmth and welcome.


In Thursday’s announcement, Air Serbia’s Head of Marketing and Corporate Affairs, Bojana Knežević, said,


“Our mission goes beyond transport services alone; we are building an emotional connection with our passengers.  Tradition shapes us, while the new identity brings warmth, unity, and trust that passengers carry with them even after the journey ends.  In this way, we reaffirm our dedication to developing a national brand we believe in, and are proud of.”


The new visual identity has been inspired by Serbian folk ornamentation, with Sofra and Kuveri patterns, symbolizing stability, unity, warmth, and reliability. These elements reflect the values and emotions that passengers recognize in Air Serbia.


Air Serbia was launched under their current name in October 2013, as the national airline of the Republic of Serbia.  The carrier offers service from Belgrade, Niš and Kraljevo to over 70 destinations in Europe, the Middle East, North America and Africa with both passenger and cargo flights.  Air Serbia also offers service to Asia, Australia, North America and Africa via codeshare partners.  The airline’s fleet consists of 19 aircraft, including one Airbus A330, 12 Airbus A320 Family and six ATR-72 Family turboprop aircraft.


 

Source: Air Serbia

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