New logo: Aurora Airlines

Last month, on November 6, Russia's Aeroflot Group unveiled a new airline, created by the combination of two smaller airlines based in the far-eastern part of Russia SAT Airlines and Vladivostok Avia. The airline will be called Aurora Airlines and its brand was developed by Landor Associates.

The hope is that the combination of two regional carriers will create a more efficient traffic system for the entire region. Inspired by cave paintings, the new icon has been abstracted to an infinity symbol with smooth curves.

"Landor was tasked with developing the brand strategy and visual identity of the carrier, as well as a number of other applications, including staff uniforms, on-board equipment, souvenirs, advertising, transport branding, environments, and directional signage.

According to Emma Beckmann, managing director of Landor Moscow, Landor’s designers were inspired by ancient cave paintings from Russia’s Far East when creating Aurora’s new logo. “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,” she said. “This form exists throughout Aurora’s brand identity and was designed to add meaning and distinction to its identity.”" - Landor press release

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