| ASKY : Our identity |
 |
| |
|
 |
|
|
|
|
| |
|
|
|
|
| |
Among the various possibilities for choosing of the corporate identity which for instance include unsolicited proposals (more than a hundred proposals of names and logo were received), it was deemed important to adopt a rational and professional approach given the scope and the ambition of the Airline.
Consequently, among several renowned international firms such as Mc Cann and FutureBrand that were contacted, the proposal of FutureBrand was selected.
The search for the identity was carried out in several phases: |
| |
| 1. Definition of the strategic positioning of the Airline |
This positioning is borne from the vision and the mission which the Promoters intend to assign to the Airline.
Among the four major options of strategic poisoning, namely, the consumer orientation, performance, proximity and the institutional image, the choice that has been made combines both performance and proximity.
This could be expressed as follows: « It should be pointed out that presently, there is no airline that gives me the best of innovation and technology in terms of safety and comfort and the best African tradition in of quality service”.
The key words are: performance, world class, solidarity, pride, Proximity, African touch.
This positioning is thus translated by the following slogan: « Now, at your doorstep, close to you, there is a new affordable, safe and world class African Airline |
| |
| 2. Definition of the name |
The name selected for the Airline must include the following three elements:
- An explicit reference to its African origin
- A term referring to the airline field in order to foster an immediate understanding of its area of activity;
- A word expressing its distinctive competence, the peculiarity of its positioning
The name ASKY was selected taking into account these three issues. The A is the expression of Africa, (Africa) as origin while SKY refers to the airspace which is the field.
This name further expresses a kind of modern feature and is particularly different when compared to the traditional names of the other airlines.
ASKY is pronounced: A like Africa and SKY [skaI]
|
| |
| 3. The approach used in determining the logotype |
- Creating a logotype consistent with the validated positioning;
- Having the graphic design and colours close to African meaning;
- Taking into account the budgetary constraints (use only of 2 colours);
- Taking into account the impact, easy reading exigencies on the body of the aircraft;
- Need for distinctiveness in relation to other Airlines.
By combining these different elements, the following captivating appeal has been selected for the logo: African unity is taking off. The logo combines both the name and the map of Africa with a half circle open which symbolize simultaneously the unity of Africa and the movement outwardly.
The selected colors are simple and typical of Africa and mark a great difference with the other airlines. |
|
|
|
|
|
|
|
| ASKY : OUR ADVANTAGES |
 |
|
ASKY will maintain a sustainable competitive advantage...
|
| >
Discover
|
|
|
|
| NEWSLETTER |
 |
|
|
|
|
|
|
|
|
| ASKY : SHARE YOUR THOUGHTS |
 |
| Your opinion matters: play a role in the development of our company |
| Write us |
|
|
|