Scandinavian Airlines Rebrand
VCD 4: Branding | Fall 2020
Scandinavian Airlines, or SAS, is the most popular choice of airline for frequent travelers in Scandinavia. The current business model fails to reach audiences outside of the region, making it difficult for SAS to compete in both the low-fare market of Europe and long-haul international flights across the Atlantic. To better serve the diverse markets SAS is trying to reach, the best solution is to divide the parent company into two branches, one that targets the European market on short-haul flights and another that attracts an American audience for long-haul international flights to Scandinavia.
This rebrand focuses on "Scandinavian", the long-haul branch of the new corporate structure. This separate brand reflects the serenity of the Scandinavian landscape and maintains a simplistic, yet elegant feel. It targets international travelers willing to splurge on the cost of the flight in exchange for added comfort and better service. Scandinavian aims to set the standard for comfort and luxury in international travel.
