Sriwijaya Air is one of the leading domestic airlines in Indonesia. The airline transports more than 950,000 passengers per month, from its hub at SoekarnoHatta International Airport to 53 destinations in Indonesia and three regional countries, including extraordinary and popular tourist attractions in the Indonesian region and countries.
sriwijaya.co.id/aboutus
Sriwijaya Air’s brand strategy should focus on safety, personalized service, and a modern digital experience. By highlighting its Indonesian heritage, offering loyalty programs, and collaborating with local influencers, the airline can strengthen its position. Modernizing the fleet and focusing on sustainability will attract eco-conscious customers, while transparent communication will help rebuild trust during crises. These efforts can position Sriwijaya Air as a reliable, customer focused airline.
Profile Sriwijaya air
Rebranding
Committed to professionally coaching and developing Human Resources to achieve the best service quality in accordance with Customer expectations.
Leading aviation company in domestic and international areas supported by quality human resources to provide excellent aviation service and safety to support development and improve the company's progress and employee welfare.
sriwijaya.co.id/aboutus
JL. Pangeran Jayakarta No. 68 Blok C15-16,
Mangga dua selatan, Sawah Besar, Jakarta pusat, Indonesia
Jakarta Java Bali
Sumatera Borneo Celebes Maluku Papua
sriwijaya.co.id/aboutus
Nusa Tenggara
2023-Present
Captain Ardhana Sitompul is the CEO of Sriwijaya Air, who has a key role in developing this airline. With a background as a pilot, Ardhana has experience and in-depth understanding of the technical and operational aspects of aviation.
He is known for his visionary leadership, focused on improving aviation safety and quality of service. Under his leadership, Sriwijaya Air strives to expand its route network and improve the passenger experience. Ardhana also encourages innovation in airline operations, committed to sustainability and efficiency.
Quality of behavior that upholds honesty, ethics, professionalism, and having moral principles and high sense of ownership of the Company.
Proactive in serving internal and external customers with all my heart and mind to ensure maximum level of customer satisfaction.
Always adaptive, creative and innovative in facing dynamic business challenges to ensure the Company's profitability and sustainability.
Reliable, has a strong commitment and sense of ownership in every aspect of work to ensure the Company's goals and targets.
Totality in working to maintain the best quality performance, products and services in the most efficient way.
Synergize with all related parties, and create a harmonious work environment to achieve better success for the Company.
sriwijaya.co.id/aboutus
Sriwijaya Air's SWOT analysis highlights key strengths, weaknesses, opportunities, and threats that can inform the rebranding of its logo. The airline's strong reputation for safety and reliability is a major strength
Experience
Route Network
Government support
Customer Loyalty
Less Positive Image
Specific Route Dependencies
Limited infrastructure not following social media trends Not following the market
Strategic partnership
Improved digital technology
Growth of domestic tourism
Environmental awareness
Tight competition with other airlines
Safety issues
Economic fluctuations
Based on the SWOT analysis, The old logo of Sriwijaya Air needs to be rebranded as it no longer captures the attention of today's market. It lacks the modern appeal required to compete effectively with other airlines. A refreshed, contemporary logo is essential to enhance the airline's image, attract a younger demographic, and remain competitive in the dynamic aviation industry
Sriwijaya Air's logo needs to be modernized to stay competitive, appeal to a younger and all audience, and reflect the airline's commitment to growth, innovation, and a more dynamic image in a rapidly evolving industry.
Jakarta (Soekarno-Hatta) to various cities such as Surabaya, Bali, Medan, Makassar, Palembang, and much more.
Sriwijaya Air has several international routes, although their main focus is on domestic flights.
Singapore Kuala Lumpur, Malaysia Bangkok, Thailand
Sriwijaya Air's rebranding embodies a modern, elegant, and premium brand voice that reflects our commitment to delivering exceptional travel experiences. We aim to connect with our passengers through a sophisticated yet approachable tone, showcasing our dedication to quality, reliability, and luxury.
Sriwijaya Air's brand voice is contemporary, reflecting its innovative approach to service, technology, and customer experience. It speaks to a forward-thinking airline that keeps up with trends and adapts to the evolving needs of its passengers.
The brand exudes a sense of refinement and class, delivering an experience that feels polished and sophisticated. Sriwijaya Air voice conveys a sense of luxury, ensuring passengers feel valued and comfortable.
Sriwijaya Air’s voice communicates exclusivity and high-end service, emphasizing top-notch quality, attention to detail, and superior customer care that sets the airline apart from others in the industry.
Represents the Phoenix bird which has the meaning of awakening and change.
balance and innovation
moving forward while maintaining the values of reliability and professionalism in every operational aspect.
clear vision, leadership and focused direction.
maintain passenger comfort during the journey.
stability, and strength
maintain passenger comfort during the journey.
brandmark focuses on a distinctive, recognizable symbol that represents the airline's modern and premium identity.
The horizontal version is designed for wider spaces, offering a clean and elegant layout for digital and print applications.
vertical version offers a more compact and versatile option, perfect for confined spaces and ensuring visibility in all contexts.
Sriwijaya Air logo is a combination of 2 elements
Sriwijaya Air uses the shape of a bird to make it a logomark
Logotype
Sriwijaya Air uses 2 fonts in the logotype
Logomark
17%, 49%, 21%)
C
(202, 167, 103)
Logotype
(244°, 52%, 38%) (39°, 49%, 79%)
(50, 47, 97)
C
52%, 0%, 62%)
When the logo placed against other visual elements, the minimum safe area provides breathing room for the logo. This maintains important visual contrast.
Using a circle to create
on top left corner
on top right corner
Logo on bottom left corner
on bottom left corner
Use the black type on white or light color background
Use the white type on black or dark color background
Match the contrast of the logo in multi color
Use the white type on black or dark color background
Use monochrome version of the logo on any blue background
Do not streach or distort the logo in anyway
Do not rotate the logo to any angle, which make it difficult to read
Do not use any sort of shadows to the logo
Do not use any gradients on the logo for any purpose
Do not use any outline version of the logo
Do not use any random colors to the logo
Sriwijaya Air logo use two main color
HEX #322F61
RGB (50, 47, 97)
CMYK (48%, 52%, 0%, 62%)
HSV/HSB (244°, 52%, 38%)
HEX #CAA767
RGB (202, 167, 103)
CMYK (0%, 17%, 49%, 21%)
HSV/HSB (39°, 49%, 79%)
Luxury and Elegance
Regality and
Innovation
Representing
Warmth and Comfort
Trust and Dependability
Trust and Dependability
Premium and Natural
Parkinsans is a sans-serif font that combines modern, clean lines with a friendly and approachable feel. It is characterized by simple, straight edges and uniform letter spacing, making it highly legible and versatile. The name Parkinsans suggests a contemporary style, typically used in both digital and print mediums for its clarity and simplicity. This font is often used for websites, branding, and other projects that require a professional yet casual appearance. Its neutral design makes it suitable for various contexts, from corporate materials to more creative and casual applications.
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Aesthetic Romance Regular refers to a font style often associated with an elegant, romantic, and artistic look. It typically features smooth, flowing curves and soft letterforms that convey a sense of beauty and sophistication. The term "regular" indicates that it is the standard weight or thickness of the typeface, without the bold or italic variations. This type of font is often used for invitations, wedding cards, branding, and designs that aim to evoke feelings of love, warmth, and elegance. It is commonly seen in contexts where a delicate or stylish tone is desired.
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Readability is essential in a brand's typeface as it impacts how effectively your message is conveyed and how your brand is perceived.
A legible typeface helps your brand appear professional and trustworthy, while poor readability can make your brand seem careless or unrefined.
When choosing a font size for print, several factors come into play, such as the type of material (flyers, brochures, books, business cards), the audience, and the viewing distance.
When choosing font sizes for digital use, it's important to consider screen resolution, device type, and viewing distance.
Header : Parkinsans Bold
Minimum size : 12pt
Header : Parkinsans Bold
Minimum size : 11pt
Header : Parkinsans Regular
Maximum Size : 21 pt
Header : Parkinsans light
Minimum size : 10,5pt
Header : Parkinsans Regular
Maximum Size : 19 pt
Great designs have clear focal points, and the emphasis should always be placed where the message is most effectively conveyed. At the core of any creative communication lies the narrative.
Creative compositions can be split into visual elements and text, with the visual design capturing attention and the text providing clarity and detail to the message. For optimal readability, the text should be placed within the safe area margin and on a neutral background, always aligned to the left.
For a landscape format, text should be positioned either on the left or right side, while in a portrait layout, it should be placed at the top or bottom. Flexibility is allowed in how lines are arranged, as long as the creative process remains unrestricted.
