Gulf Air unveils new look

In a further attempt to re-launch itself, Gulf Air has unveiled a new corporate identity. The new livery retains the airline’s falcon logo, but the bird has been given a more contemporary look.

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By  Neil Denslow Published  April 8, 2003

In a further attempt to re-launch itself, Gulf Air has unveiled a new corporate identity to dignitaries. The new livery retains the airline’s falcon logo, but the bird is given a more contemporary look.

“The restyled falcon, which remains the focal point of our new corporate identity, communicates a synthesis of bold, modern entrepreneurial principles and traditional Arabian values, in what we believe is a powerful prominent icon for a new era,” says James Hogan, president & CEO of Gulf Air.

The new identity is just the most visible part of a major makeover for the airline, as it looks to change from a regional bit player into an international powerhouse.

“In reshaping Gulf Air to operate in the competitive market, it is our aim to be distinguishable from our competitors, by moving away from the monotony and predictability of a generic international airline,” explains Hogan.

“We have set out to build on our strong geographic, historic and cultural links in the region. We will translate these Arabian values and rich traditions into a bold contemporary brand associated with energy, entrepreneurship, world-class professionalism, and exceptional service.”

Working with brand consultancy Landor, Gulf Air will gradually introduces the new corporate identity into all areas of the airline’s diverse and widespread operations.

“However, it will be the people of Gulf Air who ultimately drive the brand, assimilating and integrating the defining values of service and style into all aspects of our modern portfolio of products and services - whether at the sales offices, check in desks, in the Gulf Air lounges or in the air,” contends Hogan.

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