The national airline might turn into something rather unfamiliar come November, a Malaysia Airlines Berhad (MAB) plans to carry out a total rebranding, replete with a new name, a new logo, and brand-new colours for its fleet’s livery.
The new identity is part of the ailing national carrier’s effort to cast off its negative public image, which took a beating after the tragedies of Flights MH370 and MH17 last year.
Speaking to The Edge Financial Daily, a source said that “MAS will get a fresh new look that will include a new name and logo. The changes are basically to address the negative perception of the brand, especially among international travellers following MH370 and MH17.”
In August, MAB was reportedly working with advertising agency M&C Saatchi Malaysia and brand consultancy firm Prophet to come up with a new name, logo, and advertising campaign to reintroduce the airline to the global market.
Prior to the MH370 and MH17 tragedies, Malaysia Airlines had one of the best safety records in the worldwide commercial aviation industry.
The airline has also been plagued with highly-publicised reports of consistent losses and management troubles, culminating in federal investment arm Khazanah Nasional buying the company and delisting it from the Bursa Malaysia last year. Christoph Mueller was installed as the carrier’s new CEO.
