Announced in late 2013 and beginning operations this March, UP is the new low-cost airline of Israel — owned by El Al, the country’s flag carrier — offering a selection of flights to Berlin, Budapest, Kiev, Prague, and Larnaca. UP is the first reduced-fare, a la carte-service in Israel and they face the challenge of explaining the pricing model to their audience who is accustomed to the full-service of El Al and of establishing a distinct low-cost look-and-feel that is different yet related to the parent airline and the trust associated with it. UP’s new identity has been designed by Tel-Aviv-based Open.
We positioned UP as “Low Fare Flights by EL-AL” (endorsed brand), to promote preference yet differentiate it from other low-cost players. The brand promise, “The choice is yours”, reflects the “low cost” benefit and answers the need for lunching an unfamiliar price concept.
The brand identity is based on an independent identity alongside elements designed to create affinity to EL-AL. The identity relies on one dominant color, uses clouds as a strong, simple symbol and icons exemplifying the price components. The name “UP”, insinuates EL-AL’s Hebrew meaning [“To the Skies”]. For further brand affinity, we placed the Israeli flag on the plane’s tail.
Text from Brand New Awards submission
The logo is charming. I like a good, solid, well-formed cloud and this is a pretty straightforward rendition that nicely houses the condensed, italic UP name and the El Al endorsing line. Although perhaps there is a tad too much space left on the right side of the cloud. My main complaint would be that the cloud inside the “P” is the same as the outer cloud: it doesn’t take too much effort to vary cloud shapes so it would have been nice to avoid the repetition. But, as a unit, the logo has a very visible presence and a welcome, friendly quality.
The plane is so much fun too. And so meta: a fuselage painted blue with clouds on it traveling in a sky painted blue with clouds on it. (Kinda like this). The baseline shift in the name in the logo also gains extra dynamism when seeing images of the plane taking off.
In application, there is more clouds and more blue backgrounds with happy-looking people photographed against blue backgrounds and hanging clouds. It might start to get a little repetitive after a few years but as a way to enter the market and establish a friendly, accessible personality, this succeeds in cumulus levels.