Background
Azerbaijan, a country located in the South Caucasus region of Eurasia, between Western Asia and Eastern Europe, is a key hub for the transport of goods due to its position next
to the Caspian Sea and the Caucasus Mountains.
Silk Way Group is the national air cargo transport company named after the historic Silk Road that crossed the region.
The Group has 2 airlines: Silk Way Airlines which serves Central Asia and the Caucasus region; and Silk Way West Airlines, which transports goods all over the world.
Challenge
Silk Way West Airlines was born in Azerbaijan as a cargo airline for the world.
Silkway Group wanted to infuse this global ambition into the SWWA brand without changing the original logo.
In other words, it wanted to allow its DNA to flourish, not change it.
Creative Work
Tagline: Silk Way West Airlines. Ambition Movers.
Brand voice: “If SWA was born from passion – 1st step –, once economic independence and relevance is established and became sustainable, SWG
was able to implement the 2nd logical step: the ambition to expand Azerbaijan cargo around the world; thus, SWWA was born. Every time SWWA moves cargo to different corners of the planet, this cargo is moved by ambition. The same applies to its customers. When they move their cargo, this movement is fuelled by the ambition to expand their business worldwide.”
Graphic inspiration: Azerbaijan Ram Horns & World Four Corners Carpets.
These rugs have similar motifs interpreted as “ram's horns”, found in many Azerbaijan rugs.
Sheep and rams were crucial as the main means of subsistence for Eurasian nomads, hence their strong symbolism. The ram's horns are a symbol of strength, power, courage, heroism, fertility, and wealth. The 4 arches represent the ram's horns, and the 4 sides symbolise the 4 corners of the world.
This symbolism and meaning inspires the ambition set out in the tagline “Ambition movers”, and also the brand's graphic language throughout its visual universe.
SWWA 10th Anniversary
Background: Silk Way West Airlines celebrated its 10th anniversary in 2012. Its growth has been nothing short of amazing. 10 years were enough to become the largest cargo airline in Europe serving a network of scheduled and charter destinations worldwide. It now plays a key role in Azerbaijan's growing economy and regional leadership. The young company demonstrated its potential from the very beginning; the inaugural cargo flight was operated by a Boeing 747-400F on the Baku - Frankfurt-Hahn route in July 2012. Today, SWWA offers effective solutions in many areas of cargo transportation. The company's staff currently consists of more than 1000 professionals with valuable experience and knowledge recognized by IATA and IOSA certificates.
Logo Concept: SWWA’s journey has been a 10-Year flight that keeps evolving. The design resembles an ascending plane track in the sky. Evokes hand-design craftiness.
Tagline: SWWA 10 Years. Fly High. A tagline suited for a company moved by ambition. Double meaning: having success + going up in the sky.
SWWA Aircraft design
