Wolff Olins helps BA go for the cut-price market

Wolff Olins has come up with the name and branding for British Airways’ latest venture. Go, a new European cut-price airline, will launch this spring with a black, white and green livery.

From April the airline will operate out of Stansted Airport with a fleet of at least eight jets flying to Italy, Spain, Scandinavia, France and Germany.

It is up against other “no frills” carriers such as Ryanair, Debonair, Virgin Express and EasyJet.

“The marque is very simple and direct and that is what the airline’s about,” says Wolff Olins consultant Leo Shapiro.

“Go is a word closely related to travel and yet is new for the airline industry,” he adds.

The branding is intended to be simple, economic and liberating and the consultancy has purposely not adopted the conventional airline iconography.

Wolff Olins is now working on other applications including signage, uniforms and interiors.

See News Analysis, page 8