Emirates Airlines
Company Overview
Established on the 25th March 1984 by Sheikh Mohammed Bin Rashid Al Maktoum, and Sir Maurice Flanagan who was the managing director of Dnata (Dubai’s National Air Travel Agency) In December of 1984, a promising business plan was presented, and Emirates was chosen as the brand name. In October of 1985, Emirates Airlines operated its first flight from Dubai to the city of Karachi in Pakistan and Mumbai in India. (Emirates, n.d) Since then, Emirates Airlines has grown tremendously as a brand and an aviation business through expanding its airport terminals, introducing world-class in-flight technology and entertainment, as well as multiple strategic partnerships.
Vision and Mission
Emirates’ vision has always been to continue providing excellent world-class services and to be a leading example in the aviation industry. The brand has five main core values which serve as an inspiration and driving factor. These values are excellence, agility, innovation, leadership, and reliability. While Emirates Airlines’ mission is to continuously ensure the protection and safety of their entire staff, customers, and business assets. (Emirates, 2021)
Company Logo
The airline’s logo is composed of Arabic calligraphy letters that spell out the airline’s name in white against a red background. Followed by the English lettering right below. The white and red contrast is stark, signifying elegance and power. This is called a wordmark or logotype design, which means that it solely focuses on the name of the brand rather than using pictorial elements or abstract artwork and design. The logo was created by the British firm Negus and Negus. The brand uses a unique custom-made font called EK designed in 2003 by Emirates creative services. (Font In Use, n.d)
Figure 1: Emirates Airlines logo
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