In my eyes, you have to differentiate between the the logo itself, and what purpose it should be used for! These are two very important issues! The logo itself comes from the soviet communist era, from an evil political regime, judging this, its a bad logo with a bad history representing that bad time, I don't know why the russian people still are proud of this logo and want to see it used further on Aeroflots planes. I'm not in the knowledge and position to judge about this phenomen, maybe russians only see the "good" parts of communism, and you don't need to be a communist to see good parts in communism. So, we non russians associate worse things with hammer & sickle than the russians do. And in conclusion, in our minds that logo doesn't fit a 21st century airline of a free, democratic country (that by the way has a great culture and is the biggest on mother earth
Strange situation we are in here now .. so the source to THAT problem (russian history, hamer & sickle logo representing Aeroflot in teh future) has to be found deep in nowadays russian culture and society, as well as worldwide acceptance and researches. All that can't be judged within minutes.
The other point is Aeroflots brand and image itself:
Like I said in an earlier post about Aeroflots new logo, in my eyes the point is, that russia lacks a something like a "russian spirit", something that makes people proude and identifyable with the country (depsite the hammer & sickle logo), that can conclude in a strong brand and image of Russians airline Aeroflot. the logotype is something you can "go on" with but never should start with. Analyze the spirit, look at the country, than go on with the design. But simply starting putting some freaky colours and shapes together and combining them to some generic logotyp hardly is the way to represent one of the biggest airline in the world. In my eyes, branding a russian company is not an easy thing, because of the people and culture behind, do russians care anyway about good branding?? I don't think so. At least the people that work with Aeroflot and especiall thos who are in contacts with the passengers need to have a certain thoughts, ideas and spirit for the company they work for.
I mean what is the purpose of these other new logos, that were created?? Is it some panic like "Ahhh, marketing-rules tells us we need a logo, so let's make some proposals", that obviously is a wrong way of creating a new corporate image, maybe the managers at Aeroflot are to narrow minded to see to point of an good Marketing and the chance that resides in Coporate design and image, sad to see!
If Aeroflot goes further like this with finding their new CID
, I'm convinced that the new Identity will be even weaker and more generic than the current one. I can't judge the design-scene in Russia, but I hardly saw any good design coming from russia in the last years! Or is this just another design coming from Airbus' own brand&design office?? If yes, that this is another story that has the potential for getting an own topic here
The point that Aeroflot lacks a good Image and their CID
can hardly be compared to the one of other bigger european or Asian Airlines, is another point!
just my thoughts ...
[Edited 2003-04-17 05:11:24]
Trittst im Morgenrot daher, seh ich dich im Strahlenmeer ...