Rebranding NAM Air 2024 by azzahdestri

Brand Guideline

Graphic Identity Guideline

Sriwijaya Group NAM AIR

The old logo

Airline Profile

NAM Air is an Indonesian airline that was established in 2013. The airline is a subsidiary of Sriwijaya Air.

Ceo Sriwijaya Group Chandra Lie

NAM AIR was named after Sriwijaya Air CEO Chandra Lie's father, Lo Kui Nam.

Vision

Vision is based on Nam Air's website

NAM Air employees to provide the best service NAM Air is the only airline that can be trusted and demanded for its services.

Mission taken from Nam Air's website

NAM Air's missions are Knitting the Archipelago, and Serving, Serving and Sharing.

Strength

Nam Air offers competitive ticket prices, making it a top choice for passengers looking for economical flights.

Opportunity

With the increasing demand for domestic travel in Indonesia, especially post-pandemic, NAM Air has the opportunity to capture the growing regional traveler market.

Weakness

Lack of significant differences between NAM Air and Sriwijaya Air in terms of service and branding, thus reducing NAM Air's unique value proposition.

Threats

Nam Air only focuses on domestic routes, which limits its growth potential compared to competitors offering international services, making it vulnerable to market saturation in Indonesia.

Nam Air excels in offering economical tickets, but its lack of service differentiation and branding weakens its appeal. Rebranding is needed to create a modern, friendly and relevant image for millennials, thereby increasing competitiveness and strengthening customer

Target Audience

Usia

Budget-conscious Young Professionals (Millennials) (Ages 25-35)

Students and Backpackers (18-24 years old)

Those who like to travel

Flexible and dynamic

Gaya Hidup

Brand Voice

Preferred Values Dynamic

Hospitality : NAM AIR comes as a warm and friendly travel companion, ensuring customers feel comfortable and valued.

Capturing the spirit of innovation and efficiency in creating a modern and relevant travel experience.

Reliable : Maintain a commitment to provide reliable services, with a focus on safety and timeliness.

Use casual yet professional language to create rapport with customers.

Warm and Personalized Quality Service

Prioritizing customer satisfaction through caring and high-quality services.

As for our journey, we haven't changed our course, just soared higher.

With Skyo

AM AIR

#flywithNAMAir #TrustInTheSky

New Logo

I decided to rebrand NAM Air because of the mismatch between the company's vision and its current visual appearance. NAM Air has grown rapidly in terms of services and network.

However, in terms of visual identity, the airline still looks less modern and does not reflect its position as a feeder for Sriwijaya Air, which has full service standards.

NNLogo Concept

The Nam Air logo concept combines the letter “N” and the pigeon symbol to represent the essence of the airline's identity and vision. The letter “N” was chosen because it is the initials of “Nam Air,” which gives the impression of being simple, memorable, and relevant to the brand identity.

Pigeon is used as a symbol to depict trust and safety, two very important aspects in the aviation industry. Returning to the destination safely, reflects Nam Air's ability to provide trustworthy services.

Element Of Skyo

The NAM Air logo is a combination mark of 2 elements

Logomark

Is a symbolic or abstract representation of a brand. Its function is to create a strong visual association for easy brand recall. When you see a symbol such as an apple, a clam shell, an eagle, or three stripes, you automatically connect with the brand it represents.

NAM AIR

Logotype

Often referred to as a wordmark, this is a representation of the brand name in text form. The use of typography and writing style gives it a distinctive feature that sets the brand apart from others.

Grid System of the Logomark

Grid, Proportion and description

This logo grid is designed using the rule of third principle, creating a balanced and aesthetically pleasing layout. Within this framework, the dove is placed at the focal point of the grid to naturally draw attention. The dove design is formed from a combination of geometric circles and lines, which gives it a modern and professional feel. The circles reflect harmony and continuity, while the lines give a sense of precision and trustworthiness, in line with Nam Air's values.

The grid ensures that all elements are structured proportionally, making the logo easy to apply across various media without losing its visual clarity.

AIR

Logo Variations

Brandmark

A brandmark captures the essence of a brand in a single image, evoking more than just its name. It’s ideal for use in favicons and other compact formats.

With its wider layout, this format is ideal for websites and billboards, showcasing the logomark prominently.

This is our main lockup and should be prioritized whenever possible. In this format, the focus is on the text, making it ideal for social media and marketing materials, particularly in vertical layouts.

Horizontal Vertical Logo + Descriptor

The “Sriwijaya Group” descriptor on the NAM Air logo is used to show NAM Air's affiliation as part of the Sriwijaya group, strengthening the brand identity by emphasizing the hierarchical relationship and trust represented by the parent group.

Logo + Descriptor

Sriwijaya Group

Safe Area and Placement

As with anything important, our logo needs its own space. When the logo is placed near other visual elements, a minimum safe area provides space for the logo to remain clearly visible. This ensures the visual contrast that is essential for brand identity. Always prioritize visual safety.

letter N represents NAM Air

NAM AIR

Logo in different media

The legibility of a logo is affected by pixels, resolution, color pigments, and printing techniques. To ensure consistency, we categorize media into digital and print.

Digital

A digital screen consists of a collection of pixels of various sizes and resolutions. When the logo size is enlarged, the logo may become blurry or distorted. This is certainly not ideal, but it can be prevented by setting a minimum logo size to ensure the visual quality remains optimal.

Print

Most printing methods use color pigments to reproduce designs. However, at small sizes, the pigments can overlap and cause smudges. This can certainly be avoided. To maintain readability, a minimum size of the logo should also be applied in printing.

Digital

Print

Placement of the logo

There are 2 ways to place the logo

Placing the logo with typographic content

Placing the logo in a composition

Logo on top left corner

Logo on bottom left corner

Logo on bottom right corner

Logo on top right corner

Do’s

Use the white type on dark or black color backrgound

Match the contrast of the logo in multi-color background

Use monochrome version on any complex background

Use monochrome version of the logo on any blue background

Dont’s

NAMAIR

Do not strecht or distort the logo in anyway

Do not rotate the logo, which make it difficult to read

Do not use any sort of shadows to the logo

NAMAIR

Do not use any outline version of the logo

Do not change space between icon and typeface

Do not use any random colors to the logo

Logo on Background

The logo is displayed using a combination of brandmark colors on a different color background. “NAM Air”

This will give you an idea of using the logo on a different color background “NAM Air”

Pattern

Fill Pattern

Border Line

Stroke Pattern

Color

Primary Color

Color Philosophy

If you're planning a trip, the blue and red colors of our identity aren't just decorative, they play an important role in shaping your experience. Blue brings a sense of calm, trust and professionalism, while red provides energy, vibrancy and a dynamic feel.

Color

Yellow was chosen as the secondary color in NAM Air's rebranding as it symbolizes warmth, optimism and vibrancyAs a secondary color, medium sky blue is used to accent the design elements, adding an interesting dimension without compromising the dominance of the main color. .

Logo Colouron Background

Blue Yonder Modern

Blue also creates a modern and calming impression, in line with the airline's

Red also creates a dynamic and attentiongrabbing impression, which is relevant for creating a strong and memorable brand identity. As a color that reflects enthusiasm and competitiveness, red helps Nam Air stand out in the aviation industry.

Sulphur yellow Optimism

Yellow was chosen as the secondary color in NAM Air's rebranding as it symbolizes warmth, optimism and vibrancy.

Medium Sky Blue Calming

As a secondary color, medium sky blue is used to accent the design elements, adding an interesting dimension without compromising the dominance of the main color.

Brand Typeface

The design outcomes for this sign system include visual consistency in the use of color, typography, and other design elements. This approach creates a harmonized and recognizable look, ensuring users can quickly understand the information conveyed.

Type Style Combinations

For easy readability, text is always placed in a safe area within the margins. Also, text is only placed on a flat background and should be left-aligned. On a landscape canvas, place the text on the left or right side, while on a portrait, place it at the top or bottom. There is no need to be too rigid with the lines of text, as long as you break the rules creatively.

Terbang Bersama, Dekatkan Tujuan

Perjalanan yang nyaman aman, dan terjangkau.

Terbang Bersama, Dekatkan Tujuan

Ubuntu Bold

The Ubuntu font is suitable for Nam Air's rebranding because of its contemporary and modern design, able to withstand various eras and in line with the dynamic millennial style.

AbAb Ab Ab Ab

Ubuntu Regular

This font has a high level of legibility thanks to its clear and well-proportioned letterforms, ensuring the text is easy to read across different sizes and media.

Body Typeface

Display Typeface

Typeface

For easy readability, text is always placed in a safe area within the margins. Also, text is only placed on a flat background and should be left-aligned.

On a landscape canvas, place the text on the left or right side, while on a portrait, place it at the top or bottom. There is no need to be too rigid with the lines of text, as long as you break the rules creatively.

Display Typeface : Ubuntu

In every kindly way bringing happiness

Font used : Ubuntu Bold

Body typeface : Ubuntu

Fly Together, Bring the Destination Closer

Font used : Ubuntu Regular

size : x points Font size : x points

Type Color

In case we need additional colors, such in the app, we can use differents shades from brand palletes