Mandala Airlines Logo

Mandala Airlines LogoMandala Airlines Logo PNG

Mandala Airlines’ logo underwent a significant transformation in 2012 when the company was renamed Tigerair Mandala, changing from an old floral symbol to a two-tiered textual sign. This rebranding marked a new era for the aviation entity, and the logo symbolized a refreshed identity and purpose.

Two-Tiered Textual Design:

  • Design Shift: The new logo abandoned the flower motif in favor of a two-tiered wordmark. This significant change signified a departure from the previous identity and indicated the brand’s modern and renewed focus.
  • Positioning of Name Parts: Interestingly, the designers swapped the two parts of the name. This rearrangement might have been a strategic move highlighting the new partnership or collaboration reflected in the name change.

Round Typeface:

  • Soft and Soothing Appearance: A round, lowercase typeface created associations with softness, calmness, comfort, and safety. This may have been a conscious effort to project an image that appealed to passengers, prioritizing their well-being and satisfaction.
  • Alignment with Brand Values: This gentle and non-threatening font could also reflect the company’s commitment to providing a smooth and enjoyable travel experience and reinforcing a customer-centric approach.

Color Choices:

  • Predominantly Grey Letters: Using grey for most letters might symbolize professionalism, neutrality, and balance. It maintains a subtle and understated elegance without overwhelming the viewer.
  • Bright Orange Accents: The distinctive bright orange color in the dot over the “i” and the lower segment of “g” added a touch of vibrancy and energy. This lively hue contrasts the grey, adding visual interest and highlighting specific elements.

Tiger Tail Imagery:

  • Visual Connection to Name: The unique shaping of the letter “g,” with its curved lower fragment, resembled a tiger’s tail. This clever design feature provided a direct visual link to the new part of the company’s name, “Tigerair.”
  • Symbolism and Identity: The tiger’s tail is an icon of strength, agility, and grace. By incorporating this element, the logo subtly conveys these attributes, associating them with the brand’s service and performance.

Rebranding Impact and Perception:

  • A New Chapter: The redesign marked a turning point for the company, symbolizing change, growth, and a forward-looking stance. The new logo encapsulated a new vision and helped redefine the brand’s position in the market.
  • Public Reception: The change in the logo, representing the company’s new direction, likely shaped public perception and reinforced trust and loyalty among customers and stakeholders.

Marketing and Competitive Edge:

  • Memorable and Unique: The logo’s distinct elements, such as the tiger’s tail and contrasting colors, make it stand out from competitors, offering a unique visual signature that aids recognition.
  • Strategic Branding: By effectively using design, typography, and color, the logo communicates the brand’s philosophy and values. It is a powerful tool in the company’s marketing strategy, building a cohesive and compelling brand image.

Mandala Airlines: Brand overview

Founded: 17 April 1969 – 1 July 2014
Founder: Saratoga Investama Sedaya, Tigerair

Mandala Airlines, an Indonesian regional charter airline, was established in 1969 under the patronage of the Indonesian media powerhouse Saratoga Group.

As the 1970s and 1980s unfolded, Mandala Airlines evolved from a charter airline to a scheduled passenger carrier. It became a conduit for travel from Jakarta to other significant Indonesian cities, knitting the archipelago closer through its domestic routes.

The subsequent decades saw Mandala Airlines leap into modernization. It could stretch its services to include domestic and regional destinations such as Singapore, Malaysia, and Australia by incorporating jet aircraft into its fleet.

The mid-2000s saw Mandala Airlines gaining momentum, becoming Indonesia’s third-largest carrier behind Garuda Indonesia and Lion Air. Boasting a fleet of over 30 aircraft at its pinnacle, Mandala Airlines carved out a significant place in the country’s aviation industry.

Unfortunately, the late 2000s ushered in financial hardship for Mandala. High fuel prices and growing competition from low-cost carriers like Lion Air led to a mounting financial burden. The airline grappled with debt, eventually declaring bankruptcy.

In a twist of fate, Mandala Airlines was purchased by the Indonesian low-cost airline, Tigerair in 2011. This new ownership sought to revive the beleaguered airline, but despite these restructuring efforts, Mandala Airlines finally ceased operations in July 2014. Its 45-year-long journey in the aviation industry came to an end.

Throughout its operational history, Mandala Airlines transported tens of millions of passengers across the region and domestically before succumbing to financial pressures in 2014. It is remembered for its significant role as Indonesia’s third principal airline, following Garuda and Lion Air.

Meaning and History

Mandala Airlines Logo History

1969 – 2008

Mandala Airlines Logo 1969

2008 – 2013

Mandala Airlines Logo 2008

2013 – 2014

Mandala Airlines Logo