Pushing back boundaries for a historic partnership

Brand Union created the brand for the new airline launched by Tata Singapore Airlines.

August 13, 2014 10:21 IST | India Infoline News Service
Ray+Keshavan | Brand Union has created the brand for the new airline launched by Tata Singapore Airlines Ltd., a joint venture between the Tata Sons and Singapore Airlines.
R+K | BU developed the strategy, name, visual identity and brand experience for the full-service airline, which will be called Vistara.

Sujata Keshavan, Chairperson, R+K | BU said “This was not just another branding project for us – we are all very emotionally vested in it. We know that with Vistara, we are creating an Indian brand that will dominate global skies.”

Simon Bolton, CEO of Brand Union worldwide said. “We are delighted that the Tata and SQ teams picked R+K | BU after considering bids from all the leading agencies in the world. It is a matter of great pride for us.”

Every single aspect of Vistara reflects its global standards and Asian soul.

The brand positioning
In an industry where the idea of hospitality has fast become irrelevant, Vistara will bring the pleasure back to flying by treating passengers as individuals and not seat numbers. It will provide seamless flying experiences, thoughtfully delivered.

The name
R+K | BU focused on names that are Indian in their origin, but can be easily pronounced and remembered by a global audience. The name development involved culture and phonetic checks in over 20 countries.

Vistara is derived from vistaar means ‘infinite expanse’ in Sanskrit. It is the perfect cue for an airline that will push back the boundaries of air travel and create seamless experiences. It also conjures up the image most associated with a smooth flight– an endless, blue horizon.

The logo
The Vistara star is derived from a yantra, an ancient symbol that depicts an unbounded universe in a perfect mathematical form. At its heart, is an 8 pointed star derived from the compass rose that signals the brand’s commitment to excellence in everything that it does.

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