Agency: Intermarkets Y&R
Client: SaudiGulf Airlines
Project Type: Brand Identity Proposal
A budget airline with premium touches needed a brand that promised more than a low fare.
The pitch
SaudiGulf Airlines was planned as a budget airline with premium features. The idea was to give travellers across the GCC an affordable fare without giving up a decent experience on board, and to fly them to destinations off the usual routes.
This identity was my proposal for the airline, created for the pitch through Intermarkets Y&R. The visuals on this page show how it would have looked on the aircraft, on board and at the gate.
The logo
The logo is an abstraction of a palm tree, a symbol that is important and ever-present across the Arab region, especially in the GCC. Fine lines fan out like fronds and bend into an arc over the name, set in both Arabic and English.
The colour gradient is a visual movement between sand and sky, the gold of the desert shifting into the blue above it, and it gives the mark its atmosphere. It carries through the livery, the tray mat and the luggage tag.
Brand application visuals.
