Thursday, April 28, 2011

New logo: Dnata


Dnata is an aviation services company which provides ground handling, cargo and catering on several airports around the world. It claims to be the fourth largest in its field with 20,000 employees on 73 airports in 38 countries across five continents. The Dubai-based company is a part of The Emirates Group, whose most prominent brand is the Emirates airline, one of the world's largest passenger airlines.

Today (April 28), the company unveiled a new identity which had been created by Brash Brands, also a Dubai company, who were given the task last August. Dnata has grown rapidly lately through acquisitions and joint-ventures, with the problems that brings in the form of mixed corporate cultures and the absence of singular visions. An important objective of the rebrand has been to create a more united company.

As for the new logo, it carries on the colors green and blue from the old logo. It is a pretty straight-forward and friendly wordmark, with the triangles in the letter D giving it some character. Those triangles are then used extensively when the new identity is applied.

The previous Dnata logo was introduced in the year 2000.

Dnata's previous logo, used between 2000 and 2011.


Dnata press release (archive)
The Emirates Group press release (archive)
Brash Brands case study (archive)
Brash Brands press release (archive)
AMEinfo.com

Some images published by Brash Brands in their case study:

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Arabic version of the wordmark.

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Rail.

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Reception.

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Stairs.

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Trolley.

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Billboard.

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Brochure.

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Signage.

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Car livey.

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Shirts.

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Launch brochure.

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