The new logo looks older, stiffer and more boring than the fresher and more fun original. It's got a sort of retro look, especially when they introduce orange. It just looks dull.
South Africa's most innovative airline, kulula.com teamed up with The Brand Union to restructure and refresh its brand.
Now in its seventh year in SA's skies, kulula is best known for affordable air travel, quirky ads and friendly, refreshing service, redefining South Africans' travel experiences everywhere. With new opportunities on the horizon, we came on board to review brand strategy and design in support of kulula's exciting new portfolio possibilities. The brand is now stretching into other areas of business namely: holiday packages, mobile phone and internet packages as well already playing in the financial services arena with their credit card.
The brand is very much loved among the South African public. As the brand stretches into new avenues of business, it has been most important in the re-branding exercise to not destroy any of the good equity that already resides in the brand” says Creative Director, Bronwen Rautenbach. |
clipped from www.bizcommunity.com
2 comments:
I can see what you're saying - the colours aren't as bright. It's also now an extra click away for whoever wants to book a flight - there must be loads of people going onto Kulula.com and having to click through to book flights...wonder if that's cost anything. In the long run, the new structure will pay off.
Kulula are really a step above the rest. Sure this update will need to be done again, but that is what we call progress
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