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Spanair, a 20-year-old international airline with hubs in Madrid and Barcelona, has recently undergone some management changes when its previous full owner, Scandinavian Airlines Systems, gave 80% of its share of the company to a new group of investors. As with other management changes, this lead to the redesign of Spanair’s identity. The job went to Morillas Brand Design, who led Spanair to two very viable solutions for a new logo. The obvious next step — sarcasm! — was to put those two identity options to public voting. Between May 5 and 11, close to 80,000 people voted and mid-May, the winner was announced.
The two contenders.
The runner-up.
The presented options were the winning design, titled “World,” and the runner-up, titled “Trail” or “Wake.” “Mundo” y “Estela” in Spanish. Both logos had a feeling of space flight more than regular commuter flight, which I guess is a nice aspirational inclination. The runner-up would have been a pain to reproduce, with such a thin mark and it was the more NASAesque. The winner, well, there isn’t much nice to say about it other than it’s a visual improvement over the previous one. But it seems to be a derivative of too many logos. I’m not one to typically make logo equations, but this one is too easy to resist:
Boeing + Pepsi + Expedia = Spanair
Below are two opinion pieces on each of the options.
About “World.”
About “Trail.”
Thanks to Hollis Duncan for the tip.
Jump to Most Recent Comment
Chris Rugen’s comment is:
Oof. I realize the runner-up had its own problems (though I prefer it), but the winner looks odd to me. My eyes keep reading the negative space as the positive. And that shape doesn't lend itself to thoughts of flight and airlines...
Also, that grotesque (presumably Helvetica) just doesn't inspire me at all. It drags the mark back down to the ground, so to speak.
But it appears I'm in the minority here. At least they gave the job to one firm, then solicited voting between two solutions.
On May.26.2009 at 10:09 AM
Gee Ranasinha’s comment is:
Font and logo reminds me of Lufthansa, though it's nicer than the runner-up IMO
On May.26.2009 at 10:17 AM
Minder S.’s comment is:
It kinda looks like a peach. Or buttcheeks.
On May.26.2009 at 10:26 AM
john’s comment is:
I don't know Spanair from a hole in the ground, but I gotta think that *any* major company that turns it's identity over to a public vote is a major company that lacks (how do the Spanish say it?) cajones.
On May.26.2009 at 10:27 AM
Chad Kaufman’s comment is:
The public should have done the other typical thing and said, "well, could you combine the two". I like the type of "Trail", although there is something peculiar about the space in the "P" that doesn't seem to fit the other letters.
It would be nice to see some other applications as well.
On May.26.2009 at 10:28 AM
Jonathan’s comment is:
Is that the eyeball of a dinosaur? There's not much I can be positive about here. I think I like the original the best.
On May.26.2009 at 10:32 AM
Armin’s comment is:
That would be "cojones" John. "Cajones" means drawers.
On May.26.2009 at 10:32 AM
Javier’s comment is:
Although I don't like very much the old logo, It stills having some personality in it. The new one is just a bad done blend.
On May.26.2009 at 10:52 AM
john’s comment is:
Thanks, Armin. Spanair probably lacks drawers as well.
(ah, the difference one little letter makes...!)
On May.26.2009 at 10:57 AM
Martijn’s comment is:
Dutch automobile association ANWB did the same thing last year. You'll find a short description here. Last january a modified version of the chosen logo (see anwb.nl) was rolled out.
On May.26.2009 at 10:58 AM
Jerry’s comment is:
Good old consumer insight - people will happily answer the question "which?" by choosing what seems comfortable and expected to them - and ironically - to play up to the group moderator. The result: safe, boring and totally expected response. (You can hear them thinking "90% of the logos I know are circles...hmmm...this nice man is asking me to pick an 'abstract' circle from a small, fixed and finite one".
On May.26.2009 at 11:03 AM
Steve’s comment is:
Huh - the Lufthansa similarities are striking. They share an alliance and Lufthansa tried to buy them at one point. Interesting.
On May.26.2009 at 11:04 AM
Doug’s comment is:
Another great reason to never subject an identity to a public vote. You get what you ask for.
On May.26.2009 at 11:19 AM
Tim Gengler’s comment is:
The old logo had a bit of personality and at least looked like an airline logo (albeit an 80's/90's-era one). This new one could be for any product or web site. It's a simple, over-used font paired with a simple, over-used shape. Both items have been seen before, with better results.
The other new option had some personality, even if it would have been tough using in certain cases because of the thin lines versus large size.
And, though this is a tiny difference, the old orange (and even the blue) was much stronger. It's as though they wanted the brand to stand out even less.
On May.26.2009 at 11:54 AM
Ben’s comment is:
Anyone else seeing a derrière in the negative space?
On May.26.2009 at 12:00 PM
Steve Lowtwait’s comment is:
It's also very indicative of the Sony Ericsson logo.
On May.26.2009 at 12:28 PM
Anonymous’s comment is:
Gradient + Swoosh = EVERY RECENT LOGO
On May.26.2009 at 12:47 PM
Jonathan Carnehl’s comment is:
Good call, Steve. I don't like it, and it looks like all these things (especially a butt), however but I will say I think it's an improvement from the last one. I think it is at least a little more bright and eye catching. It has more presence than the old one.
On May.26.2009 at 01:28 PM
Kaz’s comment is:
Generic and worthless, they spent like 2 minutes making that. So little effort...
And what is this about? http://www.spanair.com/web/en-gb/About-Spanair/A-few-words-about-Spanair/Spanair-spellings/
On May.26.2009 at 01:42 PM
Kabir’s comment is:
I think the logomark from the winner with the text from the runner up would have worked.
On May.26.2009 at 01:56 PM
Paul Lloyd Johnson’s comment is:
Do Spanair sell oranges or orange juice? If I saw that logo in the airport, my thought would be "Great, a juice bar!"
On May.26.2009 at 02:09 PM
Bill Dawson (XK9)’s comment is:
I think "world" is a fine solution. I believe that once it becomes affixed to boarding passes and Eurobus tails it will serve the airline well.
"Trail" is utterly weak in comparison. Enough Spaniards had the good taste to choose correctly (IMO).
I actually saw a dog tail in the symbol rather than the negative space human tail.
I'm curious to know if anyone else feels that the letterspacing on the logotype is off. The a's don't seem to be nested properly to the adjacent p and n. For me, it makes the letter group feel oddly disconnected.
On May.26.2009 at 02:23 PM
Anna’s comment is:
Does anyone else see a big butt?
On May.26.2009 at 02:36 PM
Rafal S.’s comment is:
Not sure if it's big. It could even be small and firm... But it's still very inappropriate, poorly rendered, all in gradients, body part. I don't like it at all. And I think Helvetica Bold is already abused in this industry.
On May.26.2009 at 03:21 PM
Matt’s comment is:
I mean this in all seriousness: this identity is sadly pitch-perfect for it's management.
On May.26.2009 at 04:01 PM
mp’s comment is:
Bum logo, bum logo!
Steve Rose’s comment is:
Other than what several people have already mentioned, what does that shape represent?
On May.26.2009 at 06:09 PM
Nisio’s comment is:
Wow. A public vote. That's just an insult to professional designers everywhere. Leave public voting to pop idol, at least their winners disappear after a year, we'll be stuck with this design for much longer.
On May.26.2009 at 06:37 PM
Dan Warner’s comment is:
The typography on the runner-up is fantastic, in a crisp "Screw you, Scandanavian Airlines" kind of way.
The arc ruins the runner-up mark for me, because it's a slingy-shape but somehow the arc doesn't feel right, and doesn't echo/reference the unique "p" either...
The thing that is bland and flat about the selected logo for me isn't the ol' "swooshy-globe" motif, but the bland type. How many other airlines (and airports) already use Helvetica or some similar variation — a chunky, outdated mid-20th-century default?
On May.26.2009 at 07:49 PM
Mike’s comment is:
What really gets me is the choice of typeface... It just doesn't fit right. Maybe if that were something better, there'd be more of a connection between the two and the logo overall would improve dramatically.
On May.26.2009 at 07:55 PM
P-Easy K-Shizzeh [PenaltyKillah]’s comment is:
And now it leaps Spanair into... the nineties? Yawn. Public voting for designers being fickle? Their portfolio is totally screwed. "Yeah, we totally revamped this airline, but we were also rejected."
On May.26.2009 at 08:14 PM
Duy Pham’s comment is:
I don't feel the passion and spirit of Spain as in the logo for Spain by Miro.
Insert Image: 
Sean M’s comment is:
First, I apologize if this reply is slightly off-topic. While I appreciate the Spanish spectrum of design you cover on Brand New, I wish this blog would cover a broader international scale. I would really love to see some more entries on Asia and Europe, if possible.
That said, I think it is a more effective solution than their previous one, but still far from the greatness achieved by NWA and other companies.
On May.26.2009 at 11:52 PM
Glenn Sakamoto’s comment is:
This is what happens when you let unqualified people vote for a logo they think is appropriate.
On May.27.2009 at 12:22 AM
g’s comment is:
To me, honestly, and I'm not being a troll, it looks like the tip of a penis. Or as someone previously said, an ass.
On May.27.2009 at 12:30 AM
Kaz’s comment is:
@Sean M
Spain is in Europe... [Insert keyboard cat]
On May.27.2009 at 04:18 AM
dkm’s comment is:
that logo looks like a peach.
On May.27.2009 at 04:22 AM
annmarie’s comment is:
Yeah, it does look like a derriere but draw 2 parallel lines and it will look like an uncircumcised ... well, you know what.
On May.27.2009 at 06:58 AM
Digitalshep’s comment is:
Does anyone else see a reversed peach...i can't get passed that, i definitely prefere the runner up's type treatment though.
On May.27.2009 at 08:55 AM
theoxygenthief’s comment is:
@Sean M: Last time I checked Spain was in Europe......
It's a real middle of the road logo imho. We can't expect all logos to be great, especially if the client (agency?!) is the type who feels a public vote is a great idea. I do feel that the chosen option is the better option though, the other option would have been a nightmare in print applications and although I understand what they were trying to do with the P I feel it sits terribly. The combination of the textured brushstroke and the gradient on such a thin stroke is just silly.
On May.27.2009 at 10:17 AM
Randy’s comment is:
"This is not your father's Spanair."
On May.27.2009 at 10:26 AM
Joseph Maguire’s comment is:
I enjoy the mark somewhat but, I think this is a bit off a cop off in the over use of helvetica bold. The second mark I enjoyed more for a more original typeset, and because it was fairly minimalistic. The icon is a bit pepsi'sh but I don't dislike it, I just think they should have pushed it further.
On May.27.2009 at 10:27 AM
Pamela’s comment is:
WOW-WEE!!!
Yet another circle to add to the list of circle logos. :P
Sorry, but I'm not sold on it.
On May.27.2009 at 10:33 AM
Sean M.’s comment is:
Oops, how embarrassing. Remind me not to post replies during finals after a few all-nighters. ;)
But I think you catch my drift. I'd like to see a more coverage of non-Spanish speaking countries.
On May.27.2009 at 10:40 AM
jRod’s comment is:
this has probably already been said but it think it would be nice to have the winners globe/swoosh and the runner-up's font treatment... something like this:
Ben Couvillion’s comment is:
New tagline for Spanair:
"We'll get you there ass fast as we can."
Dan Warner’s comment is:
interesting re-combo, J-rod!
On May.27.2009 at 02:02 PM
Joseph Maguire’s comment is:
Ok I like the remix, but that P is brutal jRod.
On May.27.2009 at 08:57 PM
mart’s comment is:
The applications of the winning identity are unique and would stand out amongst their competitors; the yellow-orange color is something new to the airline industry. Although by itself the logo/type are pretty miserable.
On May.28.2009 at 12:24 AM
James’s comment is:
I agree with so many above. It's not a globe. It's an orange butt.
But maybe they're about to change their name to Spankair?
On May.28.2009 at 10:29 PM
Gabe’s comment is:
The runner up reminds me of the Samsung logo. I saw the Pepsi thing right from the start, but I think it works better for Spanair than Pepsi.
On May.28.2009 at 11:08 PM
Moeed’s comment is:
What a shame. Normally, some really stunning work comes out of Spain, but this is design student's 2nd year attempt at a logo.
Really weak.
On May.29.2009 at 02:54 PM
nicholas’s comment is:
because of the colors, typography and arrangement, the new logo makes Spanair look like a chartered flights subsidiary of Lufthansa
plus is very indiferrent, shows no dynamism or potential
On Jun.01.2009 at 08:48 AM
Tim’s comment is:
Is it just me or is the Helvetica letter spacing inconsistent?
Particularly between the Cap 'S' and the 'p' and 'a' - might just be a screen thing.
Shauna’s comment is:
the negitive space in the orange "globe" reminds me of Pac man, and it's all I see. Maybe if it wasn't orange it would work better but it just looks like it was put there as an afterthought. Maybe it's because I'm caadian and have never heard of this airline but it doesn't really look like anything that makes me think of planes or flying. It could be applyed to just about any corporation.
And how the name is shown I read it spaner, like the tool, a space would make it much better.
Jannis Gundermann’s comment is:
I think this is not necessarily a bad redesign.
As with every redesign some people will like it some not so much.
I guess putting it up for a public vote is the most bizarre thing about this all..
I suppose they didn't trust their designers/agencies opinion/expertise much.
Either way the final choice, as others have mentioned before me, is strikingly similar to the "Lufthansa" logo, especially its type setting and colouration.
I suppose that's the only logical result though from a public vote: People felt familiar with that type of design because they had seen it before, hence their vote for it.
Nice article, thanks.
On Jun.04.2009 at 06:48 PM
Gilligan’s comment is:
All I can see when I look at this logo is a circle crop on a butt crack.
On Jun.05.2009 at 12:18 AM
Jeffery Wright’s comment is:
First impression?
Buttcrack air.
Is this logo mooning us?
On Jun.05.2009 at 11:17 AM
Char’s comment is:
I can't stop laughing about the one that said cajones and the one that thinks that Spain is not in Europe. Hahahahaha
I have to tell you, I agree with Duy Pham. Where is all this rich Spanish culture? Miro, Picasso, Gaudi!
Come on, españoles! You guys live in such a beautiful country and this logo just kind of doesn't tell its customers where they're heading to.
Goffredo Puccetti’s comment is:
A mockery of a proper design process.
The result is pathetic. One of the worst airline logos of all time.
Rebranding of this level does not deserve any sophisticated analysis: it is just not design.
G.
On Jun.07.2009 at 02:13 PM
K Gilmour’s comment is:
Nothing cheapens the skill of designers than the public vote. I thought the committee was the most demeaning process but well done Spanair, you've found a new low. Perhaps I'm just cynical but when you hire a team of professional designers to work with marketing pro's, surely you should trust their opinion and not the public's? The public doesn't know what it wants, nor does it really want to be asked for it. They just want stuff without any effort - and who can blame them! I think the design company have let the industry down as a whole by taking part.
As for the logo's - the Orange & Dark Blue are nice together & far more unique than the white & blue (clouds & sky) which is the most common combo in the aviation industry. Still they bottled it when it came to the aircraft themselves which are still mainly white. I think aircraft similarly styled to the kiosk would have been nice. Dark Blue with Orange parts would stand out way more on a runway filled with tons of white, sky blue and red's.
The mark is not bad but perhaps does look a little penis-like! The type is disappointing. Helvetica is a great typeface but it must still be used properly. Even a lighter weight would work way better.
On Jun.08.2009 at 12:16 PM
Bruce’s comment is:
No doubt about it—Spanair hung the moon.
On Jun.09.2009 at 12:17 PM
Kellie Schroeder’s comment is:
Dang...that runner-up was actually developed by a design agency? I can't believe that...out of hours of work, a sizeable budget and a public campaign (always a great idea to leave all of the control of your brand to a random public) the second best design was something that is, well, basically regurgitated PC poop.
Sad.
But...on the bright side...the public has proven to have a little taste.
On Jun.10.2009 at 04:28 PM
Clem’s comment is:
It looks a rtouch rude to me, maybe the underside of a man's member-end as well as butt cheeks.
On Jul.02.2009 at 09:14 AM
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