What is a brand? It’s the image that you associate with a company or a product. It combines visual, emotional, rational and cultural elements.
When you think about Volvo, you might think safety. With Nike, you think “Just do it.”
The fact that you remember a brand name and have positive associations with that brand makes your product selection easier. It also enhances the value and satisfaction you get from a product or service.
Your brand is a product of the millions of experiences a company creates with employees, vendors, reporters, communities, and customers – and the emotional feelings these groups develop as a result of their experiences.
One aspect of the brand is a symbol. Lots of brands have instantly recognisable symbols representing them. Apple. Nike. Visa. Shell. Vodafone.
Symbols are very special. They enrich our lives. They remind us of things that are important to us such as philosophies, dreams and achievements.
They also help communicate these ideas to others and can represent thoughts, feelings, emotions and values.
A symbol can quickly communicate something which could take several sentences, pages or books to explain in words. A picture is worth a thousand words.
We want people to think of Amadeus as a technology innovator and customer centric partner. Since 2005 we’ve built a solid platform for this via a series of brand campaigns. All of these used a visual device which has evolved from an ampersand through an arrow to a ball.
Now we’re evolving again, combining the blue ball with the letter ‘a’ from the Amadeus logo to create a powerful symbol that can represent Amadeus going forward.
The ‘a’ is instantly recognisable – and actually has equity within the company since the 1990s – and the blue ball has been used for the past year and a half in our external communication.
The new Amadeus symbol. It’s simple. It’s Amadeus. It’s global. And it’s ours.