all the turbulence that is rocking the Indian airlines industry, JetLite is promising serene blue skies in the days to come. The airline, Jet Airways' wholly owned, all-economy subsidiary, has unveiled a new product and brand identity as part of a rebranding exercise initiated several months ago. The logo and brand design are by Landor, a WPP owned entity which specialises in branding and designing.
Apart from the rebranding exercise, Jet Airways initiated some changes a few months ago by awarding both the mother brand's and JetLite's creative duties to the Interpublic Group (IPG). In India, this business will be handled by a new Indian entity, Altitude, which will operate as a special arm within the McCann Worldgroup established by IPG for the region.
The colour light blue in the new logo represents the sky and symbolises optimism and calmness. The word 'Lite' has been raised to connote an uplifting and brighter choice, with the use of yellow further strengthening it by implying radiance and brightness in the new brand offering.
JetLite will also introduce a new uniform for the cabin crew and a new website, besides progressively upgrading the interiors of the aircrafts in its existing fleet as a part of its rebranding exercise.
Landor was instrumental in helping Jet Airways reinvent itself some years ago and positioned it at the time as a leading international brand that embodied the spirit of 'New India'. The firm operates in the subcontinent from its Mumbai office. Some of its key clients include Godfrey Phillips, the Hindustan Construction Co., the Taj Group of Hotels and Reliance ADAG.