Grow creates identity for new Swedish airline

BRA is a new Swedish domestic airline, formed in late February through the merger of three smaller ones, Malmö Aviation, Sverigeflyg and Braathen, operating under eight different brands. The name they've chosen, Bra, means "good" in Swedish.

The new identity was developed by Stockholm-based agency Grow. The visual expression was inspired by the look of subway maps, where different lines are shown in different colours. These lines are shown on the air plane tailfins, which is the distinctive part of the livery and also the airline's symbol.



Two quotes posted by Grow (archive):

Few things are as iconic as the design of an airplane. The lined tail is a distinct characteristic and is visible even from far away. It acquired such a strong visual expression that it became the logo for the whole brand. The regional chart was inspired by the London Underground map, which has become a iconic symbol for navigating complex systems. - Johan Arensberg, Designer and AD – Grow

With BRA, nothing has been left to chance. We have received full interchange in our methodology to use the brand and design as a catalyst of change. The strategy has been secured with insights regarding the future need of travellers. The positioning demonstrates a clear will and genuine commitment, and BRA should, simply put, enable people to live and work where they want. - Elsa Victorin, Director and Partner – Grow