Landor brands Aeroflot’s low-cost Dobrolet service

Landor Associates has branded Dobrolet, a new low-cost carrier from airliner Aeroflot targeting ‘price-sensitive Russians’.

Research by Landor showed that Russian people are ‘sensitive about safety and service quality, particularly in low-cost segments’.

The consultancy says, ‘To encourage Russians to embrace the low-cost revolution’ the Dobrolet brand has been positioned as ‘a trustworthy airline’ which offers ‘a friendly service at an affordable price’.

The ellipses icon following the word mark signifies openness and minimalism ‘without feeling inexpensive’, according to Landor, which says, ‘Like the circular symbols in its identity, the Dobrolet experience is designed to be refined and approachable without compromising on quality.’

The look and feel has also been positioned as an antithesis to the ‘busy and bright’ designs of budget carriers in the West.

Staff uniforms, on-board equipment, souvenirs, advertising, environmental design, and directional signage have all fallen under Landor’s brief.

The consultancy also rebranded Aeroflot’s Russian regional carrier Aurora in 2013.

By the end of 2018 Aeroflot expects that Dobrolet will serve ten million people annually across 40 cities.

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  • Dan Shaw November 30, -0001 at 12:00 am

    “The ellipses icon following the word mark signifies openness and minimalism ‘without feeling inexpensive”

    Or in human speak its 3 circles at the end of a word in a variety of tints that don’t mean much at all.

  • Sean O'Mara November 30, -0001 at 12:00 am

    Well to design airline graphics is always a lovely job to do. The designs looks pretty good. Low cost or not. Its a shame though, that the brand had to be post rationalised to create meaning when non really exists. The meaning of 3 ellipses? Positive?…could mean ambiguity or a substitute for an expletive.

    For those who are interested in what it could mean.

  • Kelly Vallance November 30, -0001 at 12:00 am

    Hard to imagine Landor being recommended as the agency ‘you won’t get fired for hiring’ any more.

    This is awful, spineless, bland work that will completely blend in with the vast majority of the airline brands in Russia.

    They are almost all predominantly white, with a dash of blue.

    Brands are there to stand out, help differentiate and clarify a services position.

    This work does none of this, and the circles system was far better employed by WolffOlins when they created the branding for Go.

    This Dobrolet branding is dreadful work from the ultimate middle-of-the-road strategy.

  • Rachel Myburgh November 30, -0001 at 12:00 am

    I think this work meets the brief well. It’s a great, clean, contemporary and friendly-looking identity which is perfectly pitched for the LCC market. Well done Landor. Getting an airline to invest in brand in times like these is no small achievement. Nice uniforms too.

  • Ed Cooper November 30, -0001 at 12:00 am

    All work is a product of its brief. Isn’t low cost meant to be simple and effective? It looks fresh and easy and perhaps, purposely uncomplicated. It certainly doesn’t look like big Aeroflot and surely that’s the point! Besides Russia is a complex place to work, they will view it with very different eyes than us.

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