A few hours ago Kuwait Airways launched a new identity that included a face lifted logo, updated crew uniforms, a brand new aircraft livery, updated website and new flight routes.
Kuwait Airways were at Boeing in Seattle to collect their first 777-300ER aircraft in which these changes are making their debut on. The event was broadcasted live on their twitter account and you could rewatch the event on Periscope by clicking [Here] The new plane is expected to have it’s first flight on November 7th, 2016.
I’m going to hold back my detailed opinion on the new identity until it is properly launched and I’ve seen all their material, but right now I’ll just say that the new identity feels dated already.
88 replies on “Kuwait Airways Reveal New Logo, Uniforms and Plane Livery”
They are trying. Lets encourage them to the maximum.
They are trying? They’re not 5 year olds trying to build a Lego house, it’s a national airline…
I dunno, looking at this list:
https://en.wikipedia.org/wiki/Flag_carrier#List_of_flag-carrying_airlines
It looks like a lot of national airlines are pretty bad. Stuff like Emirates and Etihad are more the exception than the norm
i’d rather be the exception than the norm
Seriously? Mark you dont get to give your opinion! You’re an arrogant expat! Who luckly enough lives here. You’re one of the few expats who actually needs to be deported!
Then deport me you fuck
Just in time, I booked a ticket with them flying out to Istanbul next week, let’s see how it turns out.
I doubt you’ll see any of the new changes, it’s gonna take time to roll out the new brand.
Bummer, but definitely great a step forward.
not sure but the way they wrote kuwait on aeroplane looks like total ripp off of srilankan airlines
tbh some minor changes to the new livery would’ve made it look much better & up to date, like removing the small logo within the logo on the tail or the decals on the engine with the exception of the logos
What exactly are we looking at here?
If there are any differences, they must be extremely subtle.
The “they’re trying” comment is NSFW for people who laugh loudly i.e. me.
Branding an airline is (nearly) every designers dream and this is the best they could come up with? Blah.
I find the imbalance between the huge KUWAIT and the tiny الكويتية to be irritating but I’m told it’s the trend among gulf airlines these days. I can’t even be bothered to research this claim. Anyone?
The uniforms look sharp though
Lord no.
What is this shit? I know nothing about branding but this is shit and unacceptable, it’s a rip off of every plane I have seen in my life. It should have had my favorite color at least.
You need help tbh, the branding isn’t bad at all you’re overreacting at least they improved the plane and it looks like you’re a kid who’s trying to be a critic
I guess my comment was not sarcastic enough.
The new website is a vast improvement
First impression: It’s not that different from Al Jazeera airlines.
I really don’t get what everyone’s on about….
It’s a simple, clean and fresh look!
Why does a design have to be “out there”, and still you’d find people hating on whatever design they choose at the end, it’s a matter of personal opinion at the end.
As long as the plane gets us from Point A to B, is comfortable, modern and safe, that’s all we should be focused on…..look at KLM, Lufthansa, British Airway, even Emirates, they’ve had their designs forever and they work….focus is on development of their fleet and that’s what KA is finally doing! (thumbs up)
It has nothing to do with being “out there”.
You said it yourself, KLM, Lufthansa, British Airways, Emirates have had their branding forever and for a reason. Their branding works well. This new Kuwait Airways design already looks dated.
On top of that there are technical issues with the design, which is embarrassing. Not everyone will notice these things, but for a national airline, the work should be near perfect.
What branding elements are you looking at? Unless you’re talking about their website, the rest of the stuff we’ve seen so far is neither simple, clean or fresh looking. And even with the website I wouldn’t consider the color scheme fresh since dark blue with grey isn’t what you’d consider fresh colors.
But you did bring up a good point, look at KLM, Lufthansa, British Airways and even Emirates, they’ve had their designs forever and they work. But do you know why? It’s because they were well designed.
A good design will last long naturally because with time it will not age badly and still look fairly current. This new logo looks outdated today so how is it going to look current 5, 10 or 15 years down the line?
I completely agree with your points, I’m not a branding expert whatsoever, and yes there are definitely some flaws that are obvious such as the tiny logo on the tail that’s lost within all the shades of blue (that’s what getting to me the most lol)…
but I suppose my point is more emotional as someone that’s grown up with this airline and is internally ecstatic that the modernization is finally happening, so I’m not as focused on the design (personally love the old design as a Kuwait Airways identity) as much as the more important aspects that are inside the planes (to me as everyone will have their opinions at the end)!
You’re talking to someone who has more of an emotional connection to the brand then yourself. I mean my mum was a flight attendant in the 70s and you’ve probably seen her photos already floating around the web. I grew up with the brand.
https://248am.com/mark/interesting/kuwait-airways-vintage-photos/
What I am having a hard time understanding from you and other readers who have commented here is why are you being easy on them?
If you don’t do well at work, you’ll hear about it from your boss, and it is reflected with the lack of bonus, a lack of a promotion, no salary increase and maybe even being let go.
So why are people letting things slide here? “at least they’re trying” or “i just want the plane to get from point a to b”. That’s not good enough, everything should be done right not just one element.
I want everything to be close to perfect from the puke bags to the airport, the whole experience from buying a ticket to what the flight attendants are wearing. It’s not a non-profit organization filled with volunteers giving their best during their spare time. It’s an airline with employees working there full time and being paid to do so, so you have the right to expect the best from them.
As a society, our complacency for mediocrity is astonishing.
Yes we all grew up with it and want the very best for it but after decades of disappointment we find ourselves settling for anything.
That said, the hard work will be in providing, ensuring and maintaining a full passenger experience. But not all the elements are in place: For example, we’re getting new planes but we still have to trudge through the dismal airport.
I’m not a fan of Qatar Airways branding but I like flying them because the whole experience is a pleasure.
I could go on…
It’s not a competition here, we all have our own emotional connection doesn’t have to be more than one another you don’t know me thanks!
I speak on my behalf, it’s not about being easy on them it’s about everyone’s priorities or brand expectations, this is a topic I can comfortably talk about…you want perfection all at once, that’s not always possible unfortunately, name me one “consistently” perfect airline, or any other brand for that matter, there’s near perfect sure, but not always in all aspects!
Thanks for keeping us informed on all this first hand.
If it is hard to understand, then understand this: Kuwait, more or less is a nanny socialist state. Everything of importance is government owned, and almost everyone works for the government (even private sector companies work for the government). Socialism, while redistributing wealth and making everyone content, kills innovation and creates mediocrity, because whether you do your job or not, do it well or bad, you will get paid your salary on time. And who wins government contracts? The lowest bidder, which almost always means, the lowest quality of work.
So, no… In Kuwait, if you don’t do well at your work, nothing will happen to you. You will continue getting your salary and bonuses and promotions until you retire.
Their uniforms aint anything to write home about. The old ones at least had some gold striping to indicate who they were and rank.. These new one are just plain dreary.. They should have in the least used proper models. Those 4 look like some one dipped them in plastic..
Well Done!!!
Any alcohol??? it would be mint..
KA has to have a strategies that works. That’s includes design which is for life. A logo/design which represent Kuwait. A good and professional staff represent their Airline. Emirates, BA, Eithad, Singaporean, AA, etc and various airline (I flew with) hire staff at its best who are down to earth, non arrogant and of diff nationality.
I don’t want to sit in a plane where staff are of two nation. That they are rude and arrogant and their hospitality stinks in the air.
What two nations are you referring to?
Btw uniform is not all that. Its plastic.
Its nice to see a face lift- Good or bad. Considering this is Kuwait and looking back at everything over the past 10 years, any change is good change as far as Kuwait Airways is concerned.
My point however is something different. Its the onboard service and it sucks compared to the other airlines operating out of kuwait, even in business class. I personally have met some of the crew in social settings and talking to them shed a lot of light on why things are the way they are with them. That said and done, it could be a lot worse and I’m happy they are still up in the air.
Meeting for New Logo Design
Designer: Ok, let’s start with blank – with a white aircraft
Client: Wow, looks promising
Designer: What country? Kuwait? Ok… so here we have KUWAIT written on the side
Client: Wowwwwwwwwwwwwww
Designer: Errr, for font color and the tail, let’s just put in a little blue, like in the old design and…
Client: DONE DONE DONE! Say no more! We love it, that’s a wrap!
Total time taken: 1 min 23 secs.
Total cost: $123,000
THE KUWAITI FLAG IS BACKWARD!!!!!!!!!!!!!!!!!!!!!!!!!!
i’ve asked about that before. its the same reason the US flag is backwards on their military uniforms. has to do with movement, if it was a real flag thats the direction it would face when the plane is flying.
Wow lot of negative feedback….I really like it…looks good !!
The old logo is really iconic and original…if anyone thinks they should have changed that then they’re idiots
From what i see in the ministries with different designers, companies and fields.
Most of the time they do bring new nice stuff but the management it self they stick with old fashion and dont like to change. because people in management are most of the time old fashion people. and the companies and designers in the end provide what client need.
+1
We should organize a contest asking everyone leaving a comment to submit their branding designs 😀
Can I submit the original design? why even fucking change whats not broken, no let me rephrase that, why change what’s already perfect the way it is? The old logo was way more beautiful the Qatari Airways and Emirates logos.
Thank god they didn’t change the arabic type. and with the flag it’s normal, check Emirates and American Airline, overall looks clean and new, loved the website a lot…
Mark do you know which branding company did the branding for them? I’ve checked Landor.com, but it’s not!
TBW did the branding (https://tbwdesign.com/)
Sorry TBWA
UGLY.
Holy fucking shit, I don’t even know where to start with this crap. The Arabic and english font are not aligned visually. Fucking gradient on the logo???!! And whats up with the kerning in “Airways”? This is not visually pleasing at all..
Conngrats to KAC nice theme, From day one the Chairwoman said we will maintain a clean white design like most European carriers but still keep our retro blue bird identity and she delivered.
Now ,,, Kuwait Airways Change the color … Soon it will change to be the First Airline in the world 🙂 – If we are lucky ,,, That will happened After 200 Year from now !
-(EX.KAC Staff).
KA….Holy mother crap….
Hope they deliver excellent service and gives all nationalities of all races chance to work. Not just three nationalities. Don’t wanna name incase I’m accused of racism…
But the more I see…the more I laugh….its nothing pro…
Btw did they use Dulux paint??? Lol
Start by having a decent airport……………..
Currently under construction
so no more pink?
Is it me or is this place turning into a website where people go to voice their hate on everything that goes on in Kuwait (good or bad) as though they are bloody professionals?
My thoughts, thanks.
Exactly!!!!!
I bet they think “give me one day and I will fix all Kuwait’s problems”.
fashla.. how much did they pay for that sht
A much needed improvement. I love it 🙂
The biggest problem with KA is the fact they censor inflight Movies & TV shows, why not just put age ratings? And the onboard meals are abysmal and the duty free feels like any other airline duty free, only less.
Guess DHNN’s design never came to fruition…
Unless that was just a case study and was never meant to become KA’s new brand identity.
https://www.behance.net/gallery/37925033/Kuwait-AirwaysBranding
I-I don’t get the fuzz ._.”
What a pathetic and mainly failed attempt at rebranding ! It looks marginally different to the decades old branding and really promises nothing NEW and exciting to the customer.
Does it even make anyone even feel good ? Nah ! Should have stuck to their JADED and RETRO old branding if there really is nothing new to offer… Save it for the real moment — whenever !
New uniform is a complete disaster..very old-fashioned and cheap specially for the price they paid for it.I saw some other press photos and it looks horrible and baggy even on the models, can imagine how will it look on the flight attendants. They could bring back the Dior uniform from the 70s, it would look much, much better.
It’s all right. The design/brand isn’t bad but it’s not unique either. I am more concerned about the inside of a plane like staff and service.
What are the new routes being introduced?
Has Sharm el Sheikh been dropped as a destination?
The helpful grid in the previous website version (for multiple to and fro date options) is now gone it seems
Try this: https://ku.fltmaps.com/en
Taken from a forum:
“KU has been syaing in local media that it will add extra NewYork flights reopen seasonal Malaga and Fly to Madrid add Manchester plus Tokyo”
Kuwait airways has Sharm Alsheikh as a seasonal destination.
I actually like it, it’s so funny that the majority who are dissing the new planes aren’t actually Kuwaities. I strongly suggest Mark that you should be grateful that you’re still living here or else! Respect the country you’re in and be grateful that your still here.
Go fuck your self
I just love how there’s never a room for a rational discussion..Only “Love it or get the fuck out of here, Love it or i’ll deport you, Respect Us, Admire Us, Envy Us, you should be grateful,you should, you must blablabla”
You’re a fucking asshole! Believe me we can easily deport you! Wow, you flithy labanese piece of shit your mom raised you well. You go to marzoug’s dowaniya believe me i can easily fucking deport u! You’re just a fucking expat who envys us, maybe one day i’ll hire you to be my slave! Stop disregarding others opinions!
Fucking flithty labanese easily can be bribed peice of shit!
Like I said, if you want to deport me deport me it’s not a big deal. You make it sound like its a negative thing… **imagines retired life on a white sandy beach on an island in the southwestern Pacific with two, no make that three naked women next to me while I read my RSS feeds on my Kindle while sipping on a cold vodka watermleon drink**
So nw your too scared to put my comment! I can fucking destroy you! So you select your comments after all!
https://s2.quickmeme.com/img/08/08a13c3829ef508c748b578e1710490567a772c728ed2a80731a912738beec1e.jpg
Mark, I know this is a blog based on your opinion but i do surely believe that with you being in Kuwait for so long you would want to see an improvement here. Let’s face it, the ONLY thing improving here IS Kuwait Airways no doubt and the rest of the country is on hold, so look at the bright side and encourage it instead of writing all that negative things about it. Things are moving slowly but surely.
Our main issue with Kuwait airways was the old fleet and now that this issue has been resolved we should look at that point positively or at least appreciate the fact that a Kuwaiti WOMAN made it all happen when the corporation has been on pause for over 20 years with no man making it happen. I do appreciate what Ms. Rasha AlRoumi is doing at Kuwait Airways and i hope that she stays there for a while because honestly she has done more in 2 years than anyone has before.
On the other hand, many have the branding issue that seems to be unsatisfactory because the logo didn’t change or whatever. In my opinion, it just needed minor changes to make it look sharper and cleaner. Large companies like Coca-Cola, Pepsi, Lego, Nike and so on did NOT change their logos in fact they just revolutionized it to match the current state and time. At the end of the day a logo is a recognition tool for people to know the products/services of a specific brand and I for one am glad that they kept the Blue Bird.
I think we should all appreciate Kuwait Airways as it is THE ONLY THING THAT IS WORKING IN KUWAIT, let alone working and improving for the better.
I’ve actually met Ms Rasha and her team a bunch of times and I always left impressed. They’re actually pretty cool people.
I also don’t have an issue with the fact they stuck to the old logo, I’m actually for that move. My issue is with the gradient, the typography and the plane livery but I didn’t mention any of that in my post. I just said that I thought it looked dated and that I would wait until the brand is properly launched before I further judge it. I think that was fair.
It is probably not a lack of imagination with the new Kuwaiti boeing 777 livery . They made it simple to save a few pennies . It can cost up to 300k usd for a full complex paint job and even more to maintan it. It appears this could be default “happy meal” offer from boeing and its always easiers to sell or convert your blank white airplane to “Baboon airlines” in a day or two.
**imagines retired life on a white sandy beach on an island in the southwestern Pacific with two, no make that three naked women next to me while I read my RSS feeds on my Kindle while sipping on a cold vodka watermleon drink**
LOL why the fuck dont you leave already? not to mention you wouldnt have any retirement plans without OUR money you ungrateful piece of shit.
All you’ve been doing is complaining for years about how shitty kuwait is when your country is a warzone!
and here are 70 other reasons how amazing your country is:
https://www.virtualtourist.com/travel/Middle_East/Lebanon/Warnings_or_Dangers-Lebanon-TG-C-1.html
hope you get deported on the next plane to BEIRUT without a dime of kuwaiti money.
Cuz I’ll leave when I feel like leaving but right now its a lot more fun trolling people like you.
its cuz you wouldnt be paid jackshit if you had this blog in lebanon so dont pretend as if staying here is an option.
Probably gona die here if you get citizenship.
just get the fuck out and dont act like an ‘expert’ in everything.
You can thank kuwait for RAFIC HARIRI airport for their $500 million dollar donation after the war in 2006 and dont get me started with your national airlines MEA.
dont shit where you eat, master of none.
Come on admit it, you’ll miss me if I leave.
Question… Mark if you were to get deported, wouldn’t you be deported to Canada not Lebanon??
Last time I checked Canada was a first world nation that the rest of the world was trying to get into…. I mean I’m American & could be wrong..
Amy ways was just asking 😉
yup, i’d be deported to Canada, land of poutine and great beer.