Stuff & guff about the web, design, and what’s inspiring us at The Bold.

Rebranding: An airline lifesaver.

Rebranding: An airline lifesaver.

Our northern hemisphere clones, Bold Scandinavia, have redesigned the brand identity for Scandinavian Airlines ‘SAS’. By listening to their audience and analysing the history of the company and the evolution of the market, they developed a new visual identity system that turned a sinking ship into a racing boat.

"As a result of its system-wide branding overhaul, SAS went from a period of steady loss in 2014 to a profit of 148 million euros in 2015, with a 26% rise in perceived brand value. What’s more, the updated gradient-based identity brought a four-fold increase in the return on media investment."

Check out their case study here