Singapore Airways updates Batik Motif with immaculate consideration to element
Launched a little bit over per week in the past, Singapore Airlines has refreshed its iconic Batik Motif that’s used all through the passenger journey and model. Celebrated in a two-minute movie, the airline has stored a part of its design language present with probably the most delicate of shifts.
Simplifying what was an elaborate and complex design, mostly discovered on the airline’s workers uniform – the Sarong Kebaya, has allowed the airline to create a sample that’s higher suited to digital use as effectively.
The motif has already been integrated in merchandise bought on KrisShop and is a vital component within the Airline’s branding. Whereas the design attracts its inspiration from the unique batik motif, the brand new design focusses on 10 flowers native to Singapore.
It pays homage to each SIA’s world-famous model heritage and Singapore’s standing as a backyard metropolis. Whereas it won’t exchange the unique batik motif of our cabin crew’s iconic sarong kebaya uniforms, SIA will incorporate the brand new motif in upcoming advertising and branding property. There’s good purpose for this deliberate resolution to not replace the uniform.
Whereas there’s the plain price efficiencies in leaving these clothes untouched, the design can be a basic Pierre Balmain stalwart, unchanged since 1974.
The airline has additionally simply revealed a brand new soundtrack, a part of the airline’s branding arsenal that helps stimulate all 5 of the senses, titled ‘The symphony of flowers.’ This can be a multimedia model refresh, that each one stemmed from the enduring uniform, that may hold the airline’s future model touchpoints up to date and exquisitely elegant for years to come back.
There’s the previous adage, if it isn’t damaged, don’t repair it. And that’s the quiet restrained method Singapore Airways has taken, and it’s one of many causes their model has change into so timeless.