Is it really necessary for MAS to change its logo?
MALAYSIA AIRLINES (MAS) has changed its logo or livery, as it likes to call it.The age old red and blue on its logo are fast disappearing and have been replaced with three tones of blue. Its iconic wau is now at the tail-end. The red and blue logo was first introduced with much fanfare on Oct 15, 1987.
This new change has seeped in early March, and it came just days after the national carrier reported a huge net loss of RM2.5bil.
Going by what MAS said, the new logo was intended for its A380 launch to “signify its change to becoming a premium airline.” At the launch last month, its official said the colour scheme and livery (red and blue) of its existing aircraft would remain unchanged for now.
Does it mean it would have two logos? Is there a company with two logos when the old logo has faded from its website?
However, MAS feels the change is to give it a “new look and feel” with the A380 flagship product. The A380 is the super big bird that can seat nearly 500 passengers and MAS would take delivery of that aircraft sometime this year to use it for its KL-London flights.
This change has promoted many to ask “what was wrong with the red and blue logo” and why change and spend money at a time when MAS is said to be a “sick patient.”
Is this new “feel and look” going to bring it back to health or it is intended to jettison it from its negative history?
The whole logo thingy has baffled many. Those who have seen it feel it is “dull and gloomy.”
It is nothing wrong for companies to change their logo as even the most popular brands like Coca-Cola or even Apple have changed their logos to reflect the times.
Certain logos stands the test of time and the old MAS logo is a timeless logo, there is also a lot of goodwill with old logos, and of course, familiarity.
A brand, according to experts, is “the soul of a company...and a good brand is one that delivers on its promises; it is not just about words but about actions. That is the heart of it - absolutely delivering and sometimes exceeding on its promises.”
It can be understood why MAS would want to move away from the blue and red, and we can also understand that the world is moving so fast but there are some who just want to hold on to simple pleasures as they want to be reminded of them, though the world can move by.
That association means a lot to individuals, though for companies, it may be meaningless. And if you look around, not many global airlines like to change their logo for familiarity reasons.
Retailer GAP had to learn a bitter lesson when its consumers were irked with the logo change and within days it had to retain its old logo. There are others who do minor font changes to keep up with the times, and it is often a well thought off process, and with the buy-in from within and externally.
MAS may have its reasons to change the logo but there is a difference between MAS and a private company, which can do whatever it wants. MAS is a national carrier and there are certain traditions it should hold on to.
To be in sync with times, it should have perhaps done a poll and asked the public's view before making the change. Let's not forget, the travellers' votes count and the traveller likes familiarity.
(This article first appeared in The Star on Friday April 13, 2012 -Friday Reflections)
Going by what MAS said, the new logo was intended for its A380 launch to “signify its change to becoming a premium airline.” At the launch last month, its official said the colour scheme and livery (red and blue) of its existing aircraft would remain unchanged for now.
Does it mean it would have two logos? Is there a company with two logos when the old logo has faded from its website?
However, MAS feels the change is to give it a “new look and feel” with the A380 flagship product. The A380 is the super big bird that can seat nearly 500 passengers and MAS would take delivery of that aircraft sometime this year to use it for its KL-London flights.
This change has promoted many to ask “what was wrong with the red and blue logo” and why change and spend money at a time when MAS is said to be a “sick patient.”
Is this new “feel and look” going to bring it back to health or it is intended to jettison it from its negative history?
The whole logo thingy has baffled many. Those who have seen it feel it is “dull and gloomy.”
It is nothing wrong for companies to change their logo as even the most popular brands like Coca-Cola or even Apple have changed their logos to reflect the times.
Certain logos stands the test of time and the old MAS logo is a timeless logo, there is also a lot of goodwill with old logos, and of course, familiarity.
A brand, according to experts, is “the soul of a company...and a good brand is one that delivers on its promises; it is not just about words but about actions. That is the heart of it - absolutely delivering and sometimes exceeding on its promises.”
It can be understood why MAS would want to move away from the blue and red, and we can also understand that the world is moving so fast but there are some who just want to hold on to simple pleasures as they want to be reminded of them, though the world can move by.
That association means a lot to individuals, though for companies, it may be meaningless. And if you look around, not many global airlines like to change their logo for familiarity reasons.
Retailer GAP had to learn a bitter lesson when its consumers were irked with the logo change and within days it had to retain its old logo. There are others who do minor font changes to keep up with the times, and it is often a well thought off process, and with the buy-in from within and externally.
MAS may have its reasons to change the logo but there is a difference between MAS and a private company, which can do whatever it wants. MAS is a national carrier and there are certain traditions it should hold on to.
To be in sync with times, it should have perhaps done a poll and asked the public's view before making the change. Let's not forget, the travellers' votes count and the traveller likes familiarity.
(This article first appeared in The Star on Friday April 13, 2012 -Friday Reflections)
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