We had the distinct pleasure to interview award winning designer SATA Airlines about their original and creative Brand Identity design work. SATA Airlines is an award-winning communication designer, that makes our world a better place with their original brand identity works.
SATA Airlines ("SA") answered Design Interview ("DI") questions about their award-winning work SATA | BIA - Blue Islands Açor Brand Identity. Interview questions prepared by Frank Scott.
SA : This Project aimed to represent the pride of the azorean people in a very contemporary and inspiring brand image.
SA : It was the positioning of the company’s atlantic vocation. It carries the main symbol of azores-the Açor (hawk family bird)- an heritage that comes from XV century, when the Portuguese navigators discovered these virgin islands. It also represents the unique shades of the atlantic blues.
SA : Maybe extend the atlantic concept, with special aircraft liveries that could Play an important role in the promotion of Azores.
SA : it took around 6 months. First, deciding the approach and the positiong statement, second, finding the right visual expression.
SA : It was a rebranding Project with the purpose to unify 3 companies and boost the perception of the brand domestically and overseas.
SA : This is SATA brand and are several design and communication companies working with this conceptual frame.
SA : The determination to achieve something relevant to the azorean people, to Sata and to the world.
SA : Not really, this was the result of endless tests for visual expressions. Unsatisfaction made us move a little bit further, in symbolic terms.
SA : Azorean people- in azores and abroad- travel agents and airport travellers.
SA : The use of front of the aircraft for a giant symbol is a quite new approach as also the level of symbolic abstraction, that will ensure extended longevity.
SA : We called this Project “BIA”- the Blue Islands Açor.
SA : Well, first, brains. Then heritage research. Then an idea and its materialization. We used a lot of hand drawing during the whole design process.
SA : The figure and colours of the bird, made from 9 parts representing the 9 islands of Azores. This is the beginning of the brand’s story.
SA : This was a teamwork Project. A Creative direction, a research team and a senior designer did the Job
SA : Technology comes seriously in the aircraft livery implementation process. 3D models were vital to achieve the final result.
SA : We had to know the basics of the aviation industry, regarding livery and paint systems. The paint total weight is an important aspect that design should seriously consider.
SA : The fine tunning of the design livery matching the aircraft fuselage is a very demanding process. Ivity was the first design company working in-house with Airbus and proving that this can be made in 2 days, usually it can take up to 3 months with the client in a different part of the world. Choosing the right colour and paint type is also a sensitive matter; we spend 2 days in Amsterdam at Akzo Nobel creating the SATA exclusive colour pallete.
SA : SATA has one of the best liveries in the world, it should be shared with as many people as possible.
SA : Aircrafts are a very unique interface for brands, is not digital, is not paer, is not an oudoor. You must feel the whole thing and understand how it breathes in the ground and in the air, under the sun or under the clouds.
SA : nope. Everything is said.
