Blue makes ‘light’ work of freight airline identity

FOS Logistics, a fledgling European freight carrier set to launch in September, this week unveils an identity created by Blue Design.

The London consultancy won the work, its first airline branding project, in April following a three-way, unpaid creative pitch. It carries a £500 000 design-and-print budget (DW 29 April).

Blue Design managing director Chris Goddard says the challenge was to create ‘original, dynamic’ branding to reflect Fos’s key Asian market and set the airline apart from its competitors.

He explains that the identity plays on themes of nature and the ancient Orient. The word Fos, which means ‘light’ in Greek, is rendered in calligraphy, with a red dot signifying the sun and the earth.

Applications will include aircraft and vehicle livery, staff uniforms, marketing materials, stationery, advertising and a website.

Fos Logistics aims to operate a cargo service between India, China and various European destinations.