“Nord is Where it’s at”
Established in 2008 and headquartered in Moscow, Russia, Nordwind Airlines began as a charter airline with only three planes flying to six destinations. Now, as a regular scheduled airline, Nordwind has a fleet of 20 planes flying to 33 destinations within Russia and 10 in different cities in Europe. In March, Nordwind introduced a new identity and livery designed by Lisbon, Portugal-based UMA.
The old logo, were it not for it being in the shape of an airplane’s tail, could have easily been for a chartered bus company not for a company that puts giant metal tubes in the air. The star, the default-looking type, the brick and yellow colors… none of it was very exciting or confidence-inducing. The new logo looks confidently and strikingly like an airline logo. The “N” monogram is great with a bold combination of round corners and sharp angles and the extra wide structure is very airline-ish, as is the italic bent. It reminds me a lot, in spirit, of the old Northwest Airlines logo, although there is no “W” hidden in this one. The wordmark is nice and not a geometric sans serif so that’s awesome to start with. The lock-ups, though, are somehow not fully pleasing; neither the stacked or horizontal versions work seamlessly. I mean, they are good, but given how good the monogram is, I wish the lock-ups were locked-down.
Seeing the signage… maybe there is something pleasing about this other lock-up where each element gets smaller, almost like a Russian nested doll.
The old livery matched the logo: very ho-hum, not a press-your-nose-against-the-glass-to-see-it-on-the-runway kind of design. The new livery gets closer to that feeling:
Other than yet another oddly resolved lock-up near the door of the airplane, this is a wonderful livery. The monogram looks great on the tail but even better as a white knockout on the light gray fuselage that gives that area of the plane a big, bold graphic treatment. I also like that they didn’t flip the logo on the side of the tail where the angle is opposite. The best detail, though, are the dark gray turbines… they really make the airplane. Overall, this is a fantastic change that makes Nordwind look like a legitimate, world-class airline.