Aerolineas Argentinas Flies High With a New Identity From FutureBrand

By Aerolineas Argentinas And Futurebrand, PRNE
Wednesday, June 16, 2010

BUENOS AIRES, Argentina, June 17, 2010 - Aerolineas Argentinas, one of the most important Argentine companies,
renews its brand image and presents its new Business Plan for the period
2010-2014, facing one of the major challenges of its history: to reposition
the airline as an emblem to all Argentineans.

To address this change, the airline appointed FutureBrand, a global
branding consultancy who participated in a bidding process and emerged the
winner. FutureBrand is recognized for being responsible for renewing the
corporate identity of high-profile airlines such as British Airways, Air
Canada, South African Airways, LAN and Avianca.

FutureBrand's first challenge was to develop the brand strategy, which in
turn led to the brand re-positioning, to include all touch-points of the
flight experience. The discovery of this stage was key to continuing with the
next steps: creation and development of the visual identity and tagline,
specific applications such as implementation of retail concepts, uniforms
design supervision, brand application on all passenger items, and corporate
and launch communications, among others.

The new brand image preserves some of the historical elements that
position the company amongst world class airlines: the condor symbol of the
airline has been redrawn, styling its strokes and providing greater purity to
its shape. The distinctive blue colour of the company has been replaced by a
light blue, which is closer to that of the national flag, enhancing its
presence in its application on the aircrafts of the new fleet. The old
typography has been replaced by a more modern, lightweight and agile one,
which preserves the traditional italic writing, a symbol of the progress and
optimism that represents this new phase.

"Aerolineas Argentinas proudly presents its new image, having now
regained confidence, regularity and timeliness and also increasing the number
of frequencies as well as improving its service. That is why we propose to
believe again, and once more raise the values that made us a world class
airline," said Mariano Recalde, its President, adding that implementation of
the new identity system will be implemented gradually.

Notes to Editors

FutureBrand, part of the Interpublic Group of Companies, Inc. (NYSE:
IPG), is a leading brand and design consultancy with a global presence
spanning 24 offices in 18 countries (including affiliates). Their purpose is
to help clients define, shape and grow their businesses and brands through a
combination of strategic rigor and creative excellence. Clients include
ABInBev, Barclays Premier, Barilla, Intel, London 2012, Nestle, Nike, UEFA,
Unilever and US Army.

For press queries contact Melanie Bigoni, +44-20-7067-0227, mbigoni at

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