Armavia Airlines peaks with identity by Landor

Landor Associates has developed the brand identity and livery design for Armavia Airlines, the leading airline in Armenia.

The consultancy was appointed in November 2003 without a pitch on the strength of its work for Siberia Airlines, the majority owner of Armavia.

The brand architecture and designs were completed by Landor’s London office in February, but are unveiled by the national airline this week.

The primary marque consists of a graphic representation of Mount Ararat, an iconic symbol of the Biblical history of Armenia, despite the fact that the mountain is currently located in Turkey on the political map. ‘The brand is centred on the emotional and symbolic importance of Mount Ararat to the local people,’ explains Landor executive creative director Peter Knapp.

An orange colour palette references the country’s national flag and the Armavia name is featured on the aircraft fuselage in both Armenian and English. The use of the Armenian language is a key element in boosting the airline’s appeal to Armenians.

The investment in Armavia comes as the company steps up its operations to compete with Western European and North American airlines. The country’s population is 3.5 million, although there are 12.5 million Armenians living outside the homeland.