Belavia unveils new brand identity

A blue cornflower is the base element for the new image A blue cornflower is the base element for the new image (Photo by Belavia)

Belarusian national airline Belavia has unveiled one of its Boeing 737-800s in its new brand livery at the airline’s base airport in Minsk. The aircraft had been delivered straight from Boeing’s production site.

It took 18 months to develop the new brand style. The idea was first developed in 2014, and came from Boeing, which offered the service as an additional option with the airline’s purchase of three new 737-800s. US firm Paul Wylde did the exterior design, while another US company, Teague, was responsible for elaborating the new interior style.

A blue cornflower became the base element of the new image. It is commonly known as a traditional flower for Belarus, and is a symbol of innocence, affability and friendliness.

The new brand will change the airline’s corporate style throughout – including office interiors, crew uniforms, web-site and advertisement. The main driver behind developing the new style was the carrier’s wish to distance itself from its Soviet past and send a fresh message across to its customer base. It also marks the airline’s move away from a full-service model to the one that features elements of low-cost model.

The new aircraft will enter service on August 20. It will be used both for regular and charter flights.

Two more out of the batch of three new aircraft will be delivered in October and December this year, according to the Belavia’s deputy director for marketing Igor Tchergints. All three aircraft will be purchased through Bank of Development of Belarus. According to the bank’s chairman Sergey Rumas, Belavia proved to be a reliable partner two years ago, when the bank financed its purchase of two Embraer aircraft.

The new aircraft are expected to help the airline to curtail operational costs and offer lower fares. They will replace the obsolete Soviet-built Tupolev Tu-154s.

Last year Belavia started operating two used Boeing 737-800s fitted with 189 seats in each. The airline’s management announced intentions to purchase new aircraft, but emphasized that less expensive financing is required to start a full-scale fleet renovation program.

Belavia’s fleet today counts three Boeing 737-800s, three Tu-154Ms, nine Boeing 737-300s, four CRJ100/200LR, two Embraer E195s and two E175s.

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