In a 2018 collaboration with Vienna-based branding agency Brainds, Austrian Airlines endeavored to modernize their brand presence for the digital future with a top-quality design that expresses emotion while retaining brand identity and “Austrianess.”
The Red Dot organization recognizes excellence in design and branding each year with awards in product design, brands & communication design and design concept. In an October 4, 2019 Austrian Airlines Press Release, the company announced that they have been awarded the prestigious Red Dot “Corporate Design & Identity” award for their collaboration with the Viennese branding agency Brainds. The goal of the corporate identity and branding update was to modernize the Austrian Airlines brand presence for the digital future. The focus of the brand modernization involved a slight update of the Austrian Airlines “arrow” logo and a new typeface for the word mark “Austrian.” Additionally, the goal was to maintain the legacy Austrian Airlines core values of individuality, competence and “Austrianess.”
The new branding is being rolled out to all communications channels from aircraft livery to digital signage, boarding passes and the company website. In the announcement, Isabella Reichl, Austrian Airlines’ Head of Brand Management and Marketing stated,
“We are pleased that we have succeeded in modernizing the experience of Austrian Airlines digitally and analogically. We are particularly proud to receive the Red Dot Award granted in recognition of the project. Our sincere thanks to Brainds for this successful implementation.”
Brainds Managing Partner Christopher Binder stated, “Naturally it is a great pleasure for us to be able to design such a wonderful brand and then be given such a prestigious award.” Oliver Heiss, Managing Partner at Brainds added, “The new brand identity of Austrian Airlines is a prime example of what we at Brainds call intelligent branding, namely a clear and logical 360-degree design system for all digital and analog touchpoints, brought to life by emotional storytelling and high-quality design.”
Austrian Airlines is part of the Lufthansa Group Network along with SWISS. Other members of the Lufthansa Group include Eurowings, Germanwings, Eurowings Europe, Brussels Airlines and Sun Express.
Source: Austrian Airlines