NEWS FLASH
Air Serbia has showcased its new branding, slogan and visuals. The new slogan “Tradition Elevated” or “Na krilima tradicije” in Serbian is described as “blending heritage with a modern expression and reaffirming the national airline’s role as an ambassador of Serbian culture and hospitality”. Motives shaping the new visual identity are inspired by Serbian folk ornamentation, Sofra and Kuveri patterns, symbolising stability, unity, warmth and reliability. The carrier’s Head of Marketing and Corporate Communications, Bojana Knežević, said, “Our mission goes beyond transport services alone, we are building an emotional connection with our passengers. Tradition shapes us, while the new identity brings warmth, unity, and trust that passengers carry with them even after the journey ends. In this way, we reaffirm our dedication to developing a national brand we believe in and are proud of”.
Belavia 2.0
ReplyDeleteWhy Belavia?
Deletethis guy reminds me of one great hit song by martin Solveig, and it goes like "aaahhaa jealousy.."
DeleteI guess OP meant that it reminded him of Belarusian flag, as it has similar motif.
DeleteNot the original poster but I agree, it does give Belarus flag vibes
DeleteIt's not a bad thing ofc
Hmm maybe new livery is coming?
ReplyDeleteI certainly doubt.
DeleteHope not. Their livery is one of the most iconic in the industry.
DeleteЋирилици и само ћирилица је српско писмо, док је латиница остатак Југословенства, ког никада не можемо да се отарасимо. Тако је Коперник преварио нашег Вука Караџића.
DeleteФино само не знам на коју се то традицију односи пошто не видим да су применили наше изворно писмо - ћирилицу.
ReplyDeleteФорма без суштине, јефтин маркетиншки трик.
Unfortunately the use of cyrillic has completely negative perception on the wide customer base. Everyone from Hungary, Austria and rest of Europe connect Cyrillic with Russia only. Europe will rather have Arabic than Cyrillic and Air Serbia and the government of Serbia doesn't have the pride and self respect to use Cyrillic fully for the airline. That's why Bulgaria air doesn't use it a lot either.
DeleteWhat? Bulgaria Air has Cyrillic on their fuselage, everywhere in their cabin. It's literally everywhere.
DeleteIt's a shame that JU is priding itself on tradition and then ignoring the most important part of it.
+100
DeleteAnd the brand perception of Bulgaria air as a result of the Cyrillic that do use is not positive and loved.
DeleteWhat are you basing your argument on besides your own personal bias?
DeleteNot to mention no one can read it. I know people in Serbia like to think we can read it, just pretend not to, but we cannot. It makes no sense at all. It puts most people at a disadvantage by default so why do it? You want to be a pan-European airline - then use pan-European letters.
Delete+1
DeleteSo what if you can't read it? You have the English version next to it.
DeleteSomehow using Arabic didn't prevent Persian Gulf carriers from becoming global brands. Heck Emirates is one of the strongest global brands and their logo is made up of Arabic calligraphy.
Cheeses nemjee, its called oil money.
DeleteFully agree. Looks great apart of Latin script. Never understood it with JU and BEG…almost as if they are ashamed of it. So many complaints, yet neither Vinci nor AirSERBIA doing anything about it. Hope some future government will correct that nonsense.
DeleteOff topic/
In many bars and restaurants they dont serve ANY Serbian beer. Cant think of a single place on earth that doesnt serve a local beer with pride.
Апсолутно тачно и, готово, невероватно.
Delete@12:58
DeleteПола Европе пише ћирилицом или не-латиницом:
- Арменија
- Грузија
- Грчка
- Бугарска
- Белорусија
- Русија
- Украјина
- Македонија
- Босна/ЦГ делимично
- Србија
Међутим једино у Србији постоји нека "срамота" према сопственом писму и дублирање латинице где год је могуће.
Aegean није избацио грчку верзију из часописа или са сајта, било где, да би се неком додворио и међу је првим компанијама у Европи. Не разумемш? Твој проблем или учи грчки/српски. И није ми уопште јасно. Какав кретен треба бити да мислиш да иностранац који не разуме "шрафцигер" ће разумети "srafciger", само зато што је латиницом? Јел се исто тако немац и шпанац разумеју? 🤦♀️ То не говори ни о чему осим о брисању свог идентитета и о комплексу ниже вредности.
Поздрав.
This is linguistically not correct: Armenia, Georgia and Greece don’t use Cyrillic script.
DeleteIt was said: Cyrillic AND non-Latin...
DeleteHeck, you worry about Cyrillic, can you even read Latin??!
Jermenija, nije Armenija, ako već pričamo na srpskom...
DeleteYou have missed the topic with putting the preasure on Cyrillic. The subject of the branding is the tradition about 100 years of aviation. JU is fully on the target!
Deleteuf this is giving me too retro old vibe ... like tito is still alive
ReplyDeleteNothing to do with Tito. This is Serbian, not Yugoslav ethnic motive. It's a cheap marketing trick by JU.
DeleteCheap indeed. Stock images and videos in the first part. Not even own ideas or production
DeleteI think it’s nice personally, though a bit of red wouldn’t hurt. This blue-white washes it out too much.
DeleteI think it is nice too! For me, keeping just blue is fine. It associates me to winning side color. Giving me hope for win-win.
DeleteMeh, "feels like home" is such a cliche narrative, not even diaspora is excited about it.
ReplyDeleteI wish they would use more red in their branding, not just blue.
Especially when you then use non-Serbian airlines to fly you home, instead of AS. Like those KlasJets.
DeleteThis would make sense if they had a consistent hard product across their fleet, then you could start feeling some familiarity with the airline. Right now, you have no clue which random jet will greet you at the gate; and if you're flying long haul, what kind of inherited seat you'll spend 10 hours on.
ReplyDeleteExactly.
DeleteIt is expected, because it is a business, not some market shop.
DeleteKitschy.
ReplyDeleteespecially since they decided to keep this weird, calibri-like font
DeleteDunno, looks complicated to me... comparing it to the rest of the European carriers, like LH, OS, AF, KLM,,, too many lines, too many forms and shapes...
ReplyDeletegosh why so conservative
ReplyDeleteNothing to do with being conservative. They don't know what Serbian culture is all about
DeleteLooks great with JU livery, which is, impo, one of the worlds prettiest.
DeleteBecause we like it.
DeleteThey should get rid of all caps - that would be a positive change.
ReplyDeleteAs usual, just bitching from the crowd here. Rebranding is just meh and like almost any other rebranding, irrelevant.
ReplyDeleteJust like your comment, Right?
DeleteWhat Air Serbia needs is consistent branding so that you can really connect all their products through it. Unfortunately, what they presented doesn't seem like the branding of a modern airline to me. Regardless of the fact that I personally don't like it, I would still like to see it used consistently, always and everywhere.
ReplyDeleteWhat was the old one? What changed?
ReplyDeleteThey added the motif around the logo and a new slogan.
DeleteFeels like someone really pushed for adding something traditional, ignoring that font and everything else is quite modern. Looks messy, expect full redesign in 10 years.
ReplyDeleteIt would be so great to use that "traditional strip" and make some kind of "airplane wrap" livery on one of A330s. Something like "strip goes around the plane".
ReplyDeleteWould look so good
Cute, but no one will notice it, except you read it. I love Airserbia logo and visuals, it is/was perfect mix of tradion and modern. It would be better if they have used time and money on promotion of airserbia in other countries or how to improve inboard service.
ReplyDeletethis concept could be very sexy but you need to be super smart in presenting it.
ReplyDeleteIn the late 1990es i was working for a michelin star restaurant in London.
The restaurant is known globaly - NOBU and their concept is fusion of modern and traditional Japanese and Peruvian flavours.
We called our new dishes - NEW STYLE a blend of traditional sushu with peruvian ingredients.
The resaturant was overbooked ....
I LOVE it. Refreshing to see an airline company doing this. Let's see how it goes over the next 12 months
ReplyDeleteIdemo dalje...
ReplyDeleteSofisticirano,elegantno i emotivno. Ponosni na JU.
ReplyDelete+1
DeleteBravo Air Serbia 🇷🇸🇷🇸🇷🇸
ReplyDeleteNa letovima za USA, prljavi i neupotrebljivi toaleti već posle 3 sata leta (bez da se iko pozabavi tim problemom), osoblje koje prevrće očima, gazi štiklama kante za smeće, treska bokseve u gelijima, cokće dok vam sipa pola čaše vode kako bi se osvežili... o zastarelom i neupotrebljivom enterijeru kabine da i ne govorimo... zaista - feels like home
ReplyDeleteP.S. I ne, nisu umorni, ovo je let posle pajkenja u hotelu... i da hteli su tu da rade, mame i tate su pomogle - preko veze razume se :)
https://www.exyuaviation.com/2025/09/belgrade-and-dubrovnik-register-record.html
DeleteHisterican srbo-prosecnicki komentar. Dosadni ste vise.
DeleteMaybe this is for their roll out on their loyalty program.
ReplyDeleteIf a revamping of all aircrafts cabins was carried, with new carpets, new seat covers and headrest covers that are leather ones with a small traditional embroidery, it would be great!
ReplyDeleteSo far this is a small appetiser and waiting to see the main course.But let's wait a few days they may surprise us.
Is there info on how much this "rebranding" cost?
ReplyDeleteOf course, they will publish their rebranding budget just for you.
DeleteTrue, Air Serbia is building an emotional connection with Toronto passengers, just not the type of emotions airline was hoping for.
ReplyDeleteI like it
ReplyDeleteMe like it 😄…..however the news of the decade would be: 1.New comfy seats (seating part) 2. Real business class seats on all the aircraft (yes, it’s possible even on ATRs) 3. Improved catering.
ReplyDelete16:59...rebranding.. Korean Airlines, after the downing of KAL007 over Kamchatka September 1 1983, rebranded itself from Koeran Airilines to Korean Air. The price was 15 million US$.
ReplyDelete^ this is nothing like that.
DeleteMy parents are from Pirot, and I am very proud of this. However, I wish it were a more modern design.
ReplyDelete