Malaysia Airlines Reveals New Name, Livery and Logo Next Month

12th Oct 2015

As a part of its big brand overhaul, Malaysia Airlines Berhad (MAB) will unveil a new name, logo and livery for its planes next month, sources say.

MAB will reportedly change the color of its livery in order to lose the negative image it gained last year after the tragedies of flights MH370 and MH17, which resulted in 227 and 298 deaths respectively.

An unnamed source close to the airline told The Edge:

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.

Malaysia Airlines Bhd Was Working With Advertising and Brand Agencies since August

MAB, which is wholly owned by Khazanah Nasional Berhad, has been working with M&C Saatchi Malaysia and brand consultancy firm Prophet since August on creating a new name, logo, livery and an advertising campaign.

The carrier could once boast a nearly impeccable safety record, but its reputation was almost irreparably damaged following the twin tragedies of its planes and the subsequent response in the weeks following the disasters. At one point, MAS even asked the travelers to vote for their “bucket list” destinations (bucket list represents a list of the last things a person would like to do before he or she dies), but took it off after public outrage.

Australia, China and Europe Were Hardest to Convince, Says MAB CEO Christoph Mueller

Speaking about the challenges MAB was meeting in convincing the world its safety problems are a thing of the past, Christoph Mueller Malaysia Airlines Bhd chief executive officer said Australia, China and Europe were the hardest markets to convince.

He also explained that rebranding the airline was necessary in order to reinvent the shaken company, which will now be run by Malaysia-centric ideals.