Russian airline brand Aurora turns to Landor Associates for brand strategy and identity

Aurora will serve Russia's Far East region

New Russian regional carrier Aurora has turned to brand consulting firm Landor Associates to develop its brand strategy and identity.

Serving Russia’s Far East region, Aurora was created when state carrier Aeroflot merged its two subsidiaries, Vladivostok Air and SAT Airlines.

Aurora tasked Landor with the development of its brand strategy and visual identity as well as a number of other applications including staff uniform, on-board equipment, souvenirs, advertising, transport branding, environments and direct signage.

The Aurora logo has been inspired by ancient cave paintings from Russia’s Far East, with Landor Moscow MD, Emma Beckman, commenting: “We used these ideas, merging them with the smooth curves of the infinity sign, to create an image suggestive of the comfort and quality of Aurora’s service. This form exists throughout Aurora’s brand identity and was designed to add meaning and distinction to its identity.”

Additionally, Landor has also been briefed to advise the airline on its internal engagement programme, designed to position frontline employees to become brand ambassadors for the carrier.

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