Visual Diary 2: The Malaysianess of Malaysian Art

Malaysia Airlines Corporate Logo

COMPANY’S BACKGROUND OF MALAYSIA AIRLINES

Malaysia Airlines began in 1947 as Malayan Airways. However, it was renamed Malaysian Airways following the creation of the Federation of Malaysia in 1963. The company is publicly called Malaysia Airlines System. While MAS has grown to become Southeast Asia’s largest airlines, it also becomes one of the world’s premier international carriers. The MAS headquarters building in downtown Kuala Lumpur has been sold. Nevertheless, the new corporate headquarters is now at Sultan Abdul Aziz Shah Airport in Subang.
Malaysia Airlines is listed on the stock exchange of Bursa Malaysia under the name Malaysian Airline System Berhad. MAS had been suffered high losses over the years because of the fuel price increases and poor management. Malaysia’s government overhauled the operations of the airline. Under Idris Jala who was appointed as the new CEO in 1 December 2005 leadership, Malaysia Airlines unveiled its Business Turnaround Plan (BTP) in February 2006 which highlighted low yield, and an inefficient network and low productivity.

CORPORATE OBJECTIVES

To produce a strategic, timely creative campaign targeting TIME’s readership of international travelers for Malaysian Airlines.

CORPORATE MISSION

To provide air travel and transport service that rank among the best in terms of safety, comfort and punctuality.

CORPORATE VISION

An airline uniquely renowned for its personal touch, warmth and efficiency.

CORPORATE LOGO

After fully established, Malaysia Airlines had introduced three corporate logos to represent his branding until present. The chosen of logo design have its own interpretation of meanings to suit the objective and its corporate missions. Listed below are the corporate logos had been used and the new designed logo for Malaysia Airlines.

THE SEMIOLOGY OF MALAYSIA AIRLINES CORPORATE LOGO

THE HISTORY

1 9 7 2 – 1 9 8 7

In 1971, Malaysia-Singapore Airline Limited was separated into two airlines, each with its own policies and objectives, leading to the birth of Malaysia’s flag carrier, Malaysian Airline System (MAS), on 3 April 1971. The name was chosen because, in abbreviated form, MAS (as in EMAS) in Malay means gold, to symbolise quality service.

1 9 8 7 – 2 0 1 2

A new corporate logo designed by Dato’ Johan Ariff of Johan Design Associates was introduced on 15 October 1987, retaining the essence of the moon kite, with a sheared swept-back look. Along with the new corporate logo, a new type style – MALAYSIA, was created. It is italicised to slant parallel with the logo to accentuate speed as well as direction.

Within this corporate typestyle, the letters MAS bear red clippings to denote the initials of the statutory name of the airline, Malaysian Airline System (MAS), and were added after the original design was rejected by former Prime Minister Tun Dr. Mahathir.

The introduction of blue to the original red logo has national significance. The red and blue divides equally in the middle to denote equilibrium. It was more aerodynamic posture. They kept the wau bulan motif from the old logo, but gave it a visible slant to “express grace in motion but also thrust and dynamism”. Most importantly, the new logo focuses on the word “Malaysia”, and the airline would from then on be marketed as “Malaysia Airlines” instead of “Malaysian Airline System”.

(Source by https://en.wikipedia.org/wiki/Malaysia_Airlines)

2 0 1 2 – P R E S E N T

On 8 March 2012, Malaysian Airlines unveiled another rebrand, with a new logo and livery. The red from the previous logo has been replaced entirely by blue colour tones. The kite now faces from left to right, as it did in the original 1971 logo, its tails have been extended and is now entirely in gradient tones from grey to blue. The wordmark has also been modernised, with a new typeface and the word “airlines” is now presented in lowercase.

(Source by Simon (9 March 2012). “The Branding Source: New logo: Malaysia Airlines”. Brandingsource.blogspot.com. Retrieved 2013-05-14.)

A SUMMARY OF THE CHANGES OF LOGOS

Public air transportation in the country started in 1937 with the establishment of Wearnes Air Service that handled domestic flights and in 1947 the Malayan Airways Limited (MAL) started its commercial flights using Airspeed Consul aircrafts.
In 1963 MAL changed its name to Malaysian Airways Limited following the formation of Malaysia and in 1965, Borneo Airways Limited established in 1957 merged into MAL.
Malaysian Airways was renamed the Malaysia Singapore Airlines (MSA) in 1967and in 1971, the Malaysian and Singapore governments agreed to form their own airlines with MAL changing its name to the Malaysia Airline System.
On 8 March 2012, Malaysian Airlines unveiled another rebrand, with a new logo and livery. The red from the previous logo has been replaced entirely by blue colour tones.

THE FORM AND MOTIFS

The corporate logos of Malaysia Airlines are more commercially used of all the country’s official kites is none other than the “Wau Kucing”. The “Wau Kucing” derives its name from the sound made by the Wau’s busur or strings that very much resembles the sounds made by a cat. Originated from Kelantan during the late 1960’s, the “Wau Kucing” was still relatively new compared to the Malaysian kite scene as no one really knew how to recreate this particular Wau apart from the kite makers from Kelantan themselves. However, after many related festivals held regionally, other kite makers from many other states started to learn and practise the making of the “Wau Kucing”.

The symbolic wau kucing now flies east as opposed to west. We may wonder at the change in direction, but some suggest this could be good “feng shui”. And the airline will need lots of that to guide it back to profitability and should be recover from its bleeding losses.

By noticing the differences between the old and new logo, there gone’s the familiar striking, red and blue that has represented the country and airline since 1987 – replacing it is an all-blue in three tones.

The media conference was about the only publicity for the “rebranding”, and most reports of the event were on the livery change and not on the logo. However, Malaysia’s active bloggers got wind of the change and many expressed surprise as they were unaware their national carrier has turned blue.

POPULAR CULTURE IN HIGH-STYLE FLIGHT ATTENDANT UNIFORMS

Austrian Airlines

Austrian Airlines attendants dress in red and silver, emblematic of the colors of the Austrian flag. Female airline attendants wear red-and-silver silk scarves with the Austrian logo and male attendants wear silver ties. The bit of flash has a purpose: The airline, founded in 1957, operates under the motto “We fly for your smile.”austrian.com.

201207-ss-high-style-flight-attendant-uniforms-singapore Singapore Airlines

Perhaps the most innovative airline on our list, Singapore Airlines clothed its attendants in uniforms created by French fashion designer Pierre Balmain in 1964. Modern day attendants wear an updated version of Balmain’s design, the sarong kebaya, a traditional Malay garment. The sarong is made from a cotton batik-print cloth and custom fit to each flight attendant as they come through the final stage of the five-month training program. (The standard industry program is five weeks.) The uniform exists in several different colors; attendants begin in standard blue and then graduate to red, green and brown as they rise through the ranks.singaporeair.com.

201207-ss-high-style-flight-attendant-uniforms-emirates

Emirates Airlines

Known for luxury amenities like its in-flight shower spa and seven-course meals served on Royal Doulton china, it’s no surprise the attendants aboard Emirates Airlines are equally sophisticated. Male attendants wear chocolate-colored suits and brown-and-red ties, and the female attendants are known for their khaki-colored suits worn with red hats with a white veil. An inverted pleat on their skirts reveals a touch of red with every step. emirates.com.

201207-ss-high-style-flight-attendant-uniforms-lufthansa Lufthansa Airlines

As the German flag carrier and one of the largest airlines in Europe, Lufthansa is a stylish heavyweight in the skies. It was formed in 1945 as the successor of Deutsche Lufthansa, whose service was suspended at the end of World War II. Lufthansa’s attendants wear classic navy jackets with yellow scarves knotted at the neck and navy caps. lufthansa.com.

201207-ss-high-style-flight-attendant-uniforms-etihad-airways Etihad Airways

At Etihad Airways, the flag carrier of the United Arab Emirates, attendants’ uniforms are simple and stylish. Women wear classic gray dresses and gray caps with pops of color (red leather pumps and a red scarf knotted around the throat), which is an ensemble conceptualized by Italian couture designer Ettore Bilotta. Best of all is Bilotta’s finishing touch—red leather gloves.etihadairways.com.

201207-ss-high-style-flight-attendant-uniforms-air-new-zealand Air New Zealand

For Air New Zealand, the uniform is all about originality and flair. Kiwi designer Trelise Cooper was inspired by the vibrant colors of the country; cabin crew members don twilight pink, managers wear sky blue and ground staff get Godzone green. The uniform involves a variety of pieces, so attendants can mix and match to create their own unique looks. Female cabin crew members have the choice of a dress, two skirts, trousers, four types of shirts and blouses and three different suit jackets. Male attendants wear dark pin-striped suits and ties. Their striped shirts have kia ora embroidered on the cuff, which means “hello” or “g’day.” airnewzealand.com.

201207-ss-high-style-flight-attendant-uniforms-malaysia Malaysia Airlines

Founded in the 1940s, Malaysia Airlines has seen its fair share of uniform change. What began as standard skirts and blazers gradually took on more character, and today’s female attendants are known for their stylized batik uniforms, decorated with an intricate and colorful kelarai weave pattern from the Malaysian state of Sarawak. malaysiaairlines.com.