Emirates is the largest air carrier in the Middle East. The company was founded in 1985. Created by order of the UAE’s top management to support local tourism and public infrastructure development. Based in Dubai. Part of The Emirates Group.
Meaning and History
The air transport company’s logo directly reflects the belonging to the East: Arabic motives dominate it. There have been two versions of the brand identity throughout its existence, which almost overlap in design.
1985 – 1999
The Emirates Airline logo has always been dominated by the name of the company itself. It was made in Arabic, and the English version is written a little lower. Because of this, European users perceived Arabic writing as a company logo. Both versions were quite stylish, but at the same time perfectly readable. The company logo was usually applied to the fuselage, and the UAE flag was depicted on the tail of the aircraft.
The debut version is based on oriental calligraphy, so there are curly elements in it. The name in Arabic is dominant: it is much larger than the rest of the characters. The English version is located below the multi-textured ligature. Still, both words are executed in the same style: they are elegant and well readable. This is exactly what the designers from the British agency Negus & Negus were striving for.
1999 – present
The modern emblem, which is currently in use, appeared at the international air carrier in 1999. At first glance, it resembles the previous logo, but if you look closely, it becomes immediately obvious that this is not the case. The overall style of the logo has remained unchanged. Most people would not have noticed the difference if they had not compared the two versions side by side. In style, it is lighter, more practical, and more luxurious.
And yet, if you place the original logo next to the current one, you will notice some differences. The overall style has become lighter and more elegant, luxurious.
While the serifs on the previous Emirates logo had a classic look, the designers behind the current brand chose a more creative approach. For example, “E” has one notch and elongated sharp ends. The general shape of the glyphs has also become more elongated. The way the terms of the letters are directed adds a bit of dynamism.
Font and Colors of the Emblem
In the first version, a font with classic serifs is used, and the word itself is written in standard – lowercase letters, with a capital “E.” The style is strict. The main color is red. The background is white.
The second version is more varied and stands out for its creative approach. The developers redesigned the lettering, opting for creativity. For example, the “E” has only one serif — the other two ends are extended, which adds dynamics to the logo. The color scheme and the letters’ design have also been changed: instead of a deep red, a dark crimson is now used.