Garuda Indonesia Colours Magazine October 2013

166 History of Garuda Indonesia History of Garuda Indonesia GARUDA INDONESIA’S LOGO THROUGH THE AGES Classic Garuda 1949–1969 A well-established brand has played a big role in Garuda Indonesia’s success and development in the increasingly competitive commercial aviation industry. Its logo as a part of the brand has undergone a transformation to adapt to external changes and reflect the times. The result of this logo transformation through revision and rejuvenation is then applied to aircraft exteriors, advertisements, webpages, business cards, and other mediums, raising brand recognition across the board. The Classic Garuda logo, which was used from 1949 to 1969, consists of the image of an eagle in black with the Indonesian flag on its wing and ‘Garuda’ in red and ‘Indonesian Airways’ in black next to it. This logo was applied on aircraft exteriors with white on the top half and a red bar along the windows, giving the appearance of the Indonesian flag. In 1970, Garuda Indonesia introduced a new logo, the Orange Logotype. The logo consists simply of ‘Garuda’ and ‘Indonesian Airways’ in a red and orange (tangerine) font. The application on aircraft exteriors consisted of red and orange lines along the windows and doors. This era marked a golden age of modernisation, fleet expansion and flight network expansion (domestically and internationally) for Garuda Indonesia. Anticipating the open competition era of the aviation industry, in 1985 Garuda Indonesia changed its identity with the Modern Bird symbol. The logo features a modern image of the bird above or beside the company name used to this day, ‘Garuda Indonesia’. Blue and Orange Logotype 1970–29 March 1985 green dominate the logo and represent the colours of Indonesia’s nature. The tagline ‘The Airline of Indonesia’ was also introduced in this period. Entering a phase of sustainable growth and in line with the Quantum Leap strategy, Garuda Indonesia again conducted a corporate identity rejuvenation through the Corporate Identity (Brand) Refresh programme in 2009. The image of the bird remains, but the text ‘Garuda Indonesia’ is written in a new font that gives the overall logo a cleaner, more modern and integrated look. In the era of this new logo a new colour palette was also introduced, mixing the ‘cool’ colours of blue, green and tosca previously used, with ‘warm’ colours like orange. The warm colour is a reflection of Garuda Indonesia’s aviation business. Meanwhile, the neutral grey of the new font is more flexible so that it blends naturally with the new colour palette. The graphic element ‘Nature’s Wing’ is featured on the tails of aircraft. The tagline ‘The Airline of Indonesia’ was reintroduced in 2012, primarily for international publications, to mark its role as a pioneer and its identity as the national flag carrier. LOGO GARUDA INDONESIA DARI MASA KE MASA Kemampuan Garuda Indonesia untuk terus bertahan dan berkembang di tengah persaingan industri penerbangan tidak lepas dari kekuatan brand yang dimilikinya. Agar dapat beradaptasi terhadap kondisi yang ada, logo sebagai bagian dari brand juga perlu bertransformasi. Hasil transformasi logo melalui perubahan dan penyegaran kemudian diaplikasikan seperti pada eksterior pesawat, iklan, website, kartu nama, dan sebagainya. Classic Garuda sebagai logo pertama yang digunakan pada 1949-1969 terdiri dari gambar garuda klasik hitam dan bendera Indonesia di sayapnya, disertai tulisan “Garuda” berwarna merah dan “Indonesian Airways” berwarna hitam. Aplikasinya pada eksterior pesawat berupa warna putih di bagian atas dan garis merah memanjang di deretan j

Garuda Indonesia Colours Magazine October 2013 | Page 168