Aurela Logo

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Aurela: Brand overview

Aurela started in 1996, just a few years after Lithuania gained its independence from the Soviet Union. It was founded by a group of experienced aviators and entrepreneurs, including the first CEO, Valdas Barakauskas. With just one Tupolev Tu-134 aircraft, they aimed to make a mark in the growing travel industry.

In the early years, she focused on creating a reliable service and overcoming the usual challenges of a new airline. By 1998, it added a second aircraft, the Yak-42, which helped it expand its network and attract more customers.

By 2000, it was known as a reliable charter service for tour operators and special groups. It started adding routes across Europe and the Middle East.

In 2002, it took a big step by buying its first Boeing 737. This was part of an effort to update its fleet, improve efficiency, and appeal more to customers.

2005 was a key year when the airline became the official carrier of the Lithuanian government, a testament to its growing status and reputation.

However, 2006 and 2007 brought new challenges, including several security incidents that attracted regulatory attention and damaged its reputation. They tried to solve these problems but continued to cause problems in the following years.

The financial crisis of 2008 was a turning point as it crippled the tourism industry and led to rising fuel prices, which put the company in serious financial straits, forcing it to cut routes and begin restructuring.

Despite efforts to recover in 2009 and 2010, the company faced more competition from bigger European countries and struggled with operational and regulatory issues.

2011 and 2012 were tough years for the airline. Its operator’s certificate was suspended multiple times because of ongoing safety issues, and its reputation declined. They tried desperately to find new investors and restructure, but these efforts failed.

On February 18, 2013, the company flew its last flight. After nearly 17 years, it shut down, unable to overcome the financial and operational challenges.

Meaning and History

Aurela Logo History

1996 – 2013

Aurela Logo

The word “Aurela” is written in an elegant cursive font, reminiscent of calligraphic handwriting with graceful curves and elongations. A separate letter, “A,” is written in the same font, located on the left, and divided by a pattern of four wide bands of different lengths, decreasing from top to bottom. It represents a stylized wing, symbolizing flight and freedom. Below the name of the trademark, a horizontal stripe is drawn, followed by the word “AVIAKOMPANIJA” in Lithuanian. It is colored black, contrasting with the rest of the burgundy elements of the emblem.

The use of burgundy and black colors gives the emblem sophistication and officialism. The elegant cursive lettering reinforces the idea of luxury, targeting a more upscale clientele. The stylized wing symbolizes flight and freedom and adds an artistic flair to the entire design. Including the Lithuanian word “AVIAKOMPANIJA” localizes the brand and defines its industry.