S7 Airlines Logo PNG
The S7 Airlines logo looks very simple and doesn’t connect to the aviation industry through its colors or imagery. This distinctiveness sets the Siberian company apart from competitors, which often try to show their connection to the sky and air travel in various ways.
S7 Airlines, formerly known as Siberia Airlines, is a prominent Russian airline that began operations in 1992. Headquartered in Moscow, S7 is recognized as Russia’s second-largest airline after Aeroflot. It is also a member of the Oneworld airline alliance, signifying its global service standards.
With Moscow Domodedovo Airport serving as its principal hub, the airline provides scheduled domestic and international passenger and cargo services. The airline has a broad network, serving over 150 destinations across Russia, the CIS, Europe, Asia, and the Middle East.
The airline’s fleet includes approximately 150 aircraft, including the Airbus A320 family and Boeing 737s. The S7 Group, co-owned by Alisher Usmanov, Vladimir Obyedkov, and Globus Airlines, privately owns the airline.
In 2021, S7 transported 14.7 million passengers, accounting for a 40% share of the Russian aviation market. Although the airline initially emphasized domestic and regional routes within Russia, it has recently expanded its international services.
S7 Airlines has demonstrated its commitment to operational and service standards by obtaining the IATA Operational Safety Audit (IOSA) certification. The airline’s logo, featuring a white goose wing, nods to its Siberian roots, while its motto, “Sincerely Yours,” reflects its dedication to passenger service.
Meaning and History
What is S7 Airlines?
This is Russia’s largest private airline, based at Moscow’s Domodedovo Airport and Novosibirsk’s Tolmachevo Airport. The company stands out for its extensive route network, which covers Russian cities and international destinations across Europe and Asia. It is known for its modern fleet, primarily Airbus and Boeing aircraft, and its innovative passenger services, including an advanced online booking platform and a mobile app. The company is recognized for its S7 Priority loyalty program, integrated with the global Oneworld Alliance, which allows passengers to earn and redeem miles on flights with many international airlines.
1992 – 2005
S7 Airlines was founded as Siberia Airlines, and its initial logo reflected that name. The design is simple, emphasizing the brand’s connection to Eurasia’s cold region. Interestingly, the blue here represents not the vast skies, as with other airlines, but snow and frost. Even the italic Handel Gothic font used for the text appears unfriendly and cold.
Next to the text is a right-leaning trapezoid representing an airplane’s wing or tail. It is covered in white, light blue, and dark blue stripes that resemble layers of ice. This is an unfortunate choice for an airline, since every aircraft must be de-iced before a flight. Many aviation accidents have occurred because frozen precipitation remains on the wings and tail. Overall, the logo evokes coldness and carries negative associations.
2005 – 2015
In 2005, the brand was renamed S7 Airlines and its identity changed. The new emblem no longer connects the company to aviation. Even the frozen wing, which was a harbinger of disaster, disappeared. The central element is a cherry-red (#D61C38) circle with white “S7” glyphs inside. The designers depicted the sun, but here it feels aggressive and burning rather than warm. The red circle and curved seven with softened corners look like they were taken from the American soft drink 7 Up logo.
Next is the word “AIRLINES,” written in the proprietary Neo Sans font. The uneven, flexible letters suggest ephemerality and uncertainty. The logo lacks elements that convey the company’s reliability. The designers addressed this by adding a large rectangular base. However, its bright green shade (#BAD405), close to swampy green, reduces the clarity of the cherry-red text because the colors don’t work well together.
2015 – today
To fix the color mismatch, the designers removed red to reduce aggression. However, the logo now appears neutral and emotionless, as the combination of gray, white, and dark lime lacks meaningful impact. These colors don’t align with the aviation industry and aren’t connected to S7 Airlines’ historical homeland.
The associations with the 7 Up brand haven’t disappeared; they’ve only grown stronger. The green circle now resembles the lime used in soda. The “S7” text remains in Neo Sans, but the “7” is larger than in the previous version. The number is slightly raised, giving the impression that it is lifting off. Incidentally, a similar approach is used in the 7 Up logo.
The word “Airlines” is now written in a bold sans-serif font, similar to Neue Haas Grotesk Display 65 Medium or Europa Grotesk Nr 2 SH Bold. The letters have a standard, unremarkable geometric form. This suggests the airline follows conventional standards. Moreover, the name is barely noticeable because of its pale gray color.