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The goal of Jat Ariways contest was development of new visual identity, organized in coorporation with Belgrade Design Week. OUr team came up with different and modern proposal which ended with winning the first place. Key element was JAT's new recognizable icon. Icon by its use connects and visually identifies various communications. It helps company to promote itself into modern and strong competitor on crowded airline market. Logotype consist from icon and customized typography depending on application. The idea is to bring JAT name back, as it was used in 60's. By saying that, we suggest using JAT as main word, the universal name of air company.


Logo JAT-a. Modern shape in style of Airplanes tail
From the inception of Belgrade Design Week in 2006, Jat Airways has backed inviting internationally recognised creative artists in areas such as branding, architecture, design and media in Serbia as well as contacts between global standards and regional creative teams and business representatives. By opening the Blue Sky Brief contest aimed at presenting the vision of the national air carrier and acting as partner, Jat has supported the Speed2 conference motto that the creative industries will dominate economic and cultural life in the 21st century and are the prime movers in terms of internationally-oriented development and changes in the economy of Serbia as a whole, as well as that of the region.

The aim of "refreshing a brand" implies more clearly defining the values that make you stand part from your rivals and thus attaining closer communication with the customer. Visual identity is merely one of the characteristics a brand is expected to contribute to in terms of positive travel experience to a chosen destination.

Jury Members
* Mia David-Zarić, an architect with a master’s degree in stage design from the University of Arts in Belgrade. Editor-in-Chief of Kvart, a magazine on architecture, design and culture. * Nebojša Babić, Association of Fine and Applied Artists and Designers of Serbia (ULUPUDS) member and Serbian Art Photographers’ Association (USUF) president. Founder of Orange Studio, a creative studio for applied photography and visual communications, and of the O3ONE multimedia art project. * Slobodan Jovanović Coba, graduated from the Accademia Delle Belle Arti (Academy of Fine Arts) in Florence. He is the creative director with the Coba & Associates design and branding agency. * Gala Radović, Jat Media Center Director * Saša Vidaković, the creative workshop moderator A successful European designer. He lives and works in London where he heads the SVIDesign design studio. He authored design solutions for such entities as Harrods, Volvo, Marazzi, Alfa Romeo, Citroën, Azimut Yachts as well as fashion brands Maxx, Sandra Bugarin and Ossie Clark...


Results: 1. place Brand dizajn d.o.o Studio Brandz - Brandzigners autors: Vjekoslav Mravunac i Tomislav Vinšek ( Beograd BDW, 2009) BlueSkyBrief