New national airline: from Estonian to Nordic, from national bird to dragonfly (5)

NAG's new Nordica livery. (Nordica)
3/12/2016 2:54 PM
Category: Business

Nordic Aviation Group introduced the visual brand identity developed for Estonia’s new national airline in a press release on Friday. The logo, which includes the new name Nordica, is based on a blue and white color scheme similar to that of previous national carrier Estonian Air, but has swapped out the latter’s familiar national bird, the swallow, and other native Estonian symbols in favor of a dragonfly.

The new visual brand was produced by the Estonian advertising agency Optimist, winner of the branding contest organized by Nordic Aviation. Optimist CEO Magnus Lužkov explained that the dragonfly matched the airline’s essence and identity very well. “The dragonfly is a mystical and beautiful creature that cannot be found everywhere and that looks like a high-tech miracle,” Lužkov said. “In many cultures, the dragonfly is also the symbol of good fortune.”

Nordic Aviation confirmed the company’s new name on Tuesday, stating that the goal behind the choice in name was to emphasize the company’s “Nordic nature”. In a statement, Nordic Aviation board member Erik Sakkov explained that “Estonia has always aligned itself more with Northern Europe than any other region, and that’s something the people in charge of our country have wanted to see reflected in the name of the national carrier.”

According to Nordic Aviation, the values and principles associated with the brand have not changed — ”It wants to be Estonian in its essence in a manner that captures the hearts of Estonians and creates good emotions in foreigners.”

Sakkov, also slated to head the new Nordica, stressed that excellent customer service was still of utmost importance to the company, and that having their own aircraft, personnel, food and drinks, customs, and symbols would help them build up their brand and service.

In an email to ERR News, Kadri Lainas, partner at Akkadian Message Agency, commented on the airline’s newly unveiled name and logo, stating that the new brand and visual did a good job of underlining Estonian sympathy for Nordic countries. "With this name and visual we are not solely branding an aviation company but our whole country," Lainas explained. "We do not talk about Estonia anymore; we talk about a Nordic country. Although Estonia has always wanted to be Nordic rather than a Baltic or Eastern European state, it is still quite a mental shift.”

“NAG definitely needed a change,” she continued, “But I still think that nowadays we tend to overestimate the brand name and visual identity. It’s easy to give an opinion about the name or color, but brand is not a name or a visual identity — brand is the experience. The success of our national aviation company will be based on its ability to create enough value for customers." Lainas went on to explain that said value had to be achieved through months and years of consistent day-to-day work, reliability, and maintaining of good service standards.

Nordic Aviation Group, formed in November 2015 and replacing the now-defunct Estonian Air as the country's national carrier, hopes to transfer to the new trademark and begin operating under the new Nordica name and brand by the end of March. It has also announced that the company's own stock of aircraft will soon be sporting Nordica's newly-designed blue and white livery as well.

Editor: Aili Sarapik

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