Smartwings Logo PNG
The Smartwings logo is full of creativity, like an artist’s stroke. The emblem represents a fast-growing airline continually improving and seeking to make passenger journeys more exciting.
Smartwings: Brand overview
Travel Service was established in 1997 in the Czech Republic. Initially, the company focused on charter flights with a fleet of leased aircraft. By offering flights to popular holiday destinations, it aimed to cater to the burgeoning tourism industry in the region.
In 2004, the airline expanded its operations by launching SmartWings, a brand dedicated to regular-budget flights. This move allowed the company to diversify its services and tap into the low-cost airline market, attracting a wider range of passengers with affordable fares on popular European routes.
By 2007, the airline began its international expansion, founding Travel Service Slovensko in Slovakia. This strategic move increased its presence in Central Europe and boosted its passenger capacity.
The expansion continued in 2010 with the establishment of Travel Service Polska in Poland, solidifying the company’s foothold in the region and enabling more efficient service to the Polish market.
In 2012, the company significantly broadened its route network, adding new destinations across Europe, North Africa, and the Middle East. This expansion supported growth in both charter and regular flight operations.
The airline initiated a major fleet upgrade in 2014 by ordering new Boeing 737 MAX aircraft. This decision aimed to enhance operational efficiency and improve environmental performance.
In 2015, the airline acquired a minority stake in Czech Airlines, the Czech Republic’s national carrier. This partnership opened up new opportunities for collaboration and synergy between the two airlines.
By 2017, the company increased its stake in Czech Airlines to a controlling share, becoming the largest shareholder. This move strengthened its position in the Czech aviation market.
In 2018, the company underwent a major rebranding, changing its name from Travel Service to SmartWings—the rebranding aimed to unify the brand and reinforce its image as a modern and innovative carrier.
The airline continued to grow its fleet and route network in 2019 despite temporarily suspending the newly introduced Boeing 737 MAX aircraft due to a global grounding. The company launched new long-haul routes, further expanding its reach.
Faced with unprecedented challenges in 2020, the airline had to adapt its business model. The company focused on optimizing operations, maintaining liquidity, and preparing for the eventual recovery of the aviation market.
Meaning and History
What is Smartwings?
This Czech airline is based in Prague and is known for its hybrid business model that combines scheduled and charter flights. The company operates a fleet of Boeing 737 aircraft, serving a wide network of routes across Europe, the Middle East, and North Africa. The company’s uniqueness lies in its Wet Lease (ACMI) program, providing aircraft leasing services with crew to other airlines.
1997 – 2018
The company logo features thoughtful and delicate symbolism representing the carrier’s strong commitment to its country and the skies.
The red and blue silhouette at the center of the emblem uses the colors of the national flag. Its contours mimic Prague, where the company’s main airport is located. The smooth curve, as if drawn with a light pen, mimics the trajectory of a liner taking off.
The element is divided into two equal parts, one placed above the other. The red part symbolizes the sky during the hot summer period and conveys relaxation and celebration. The blue part represents the sea. The company has served as a carrier for a tour operator, with its flights facilitating leisure trips to the sea.
The name Travel Service reflects this purpose. The word Travel is composed of separate stripes, giving the impression that the inscription is flying into powerful wind currents. This airiness and flight, as themes of air transport, outline the brand’s mission. The red word Service in the foreground emphasizes the top-notch service provided to passengers.
2018 – today
Smartwings Airlines has chosen a distinctive path by not incorporating a bird or airplane emblem in their logo. Instead, they feature an orange zigzag line. This shape represents the energy and motion found in air travel. With its bright hue and smooth contours, the line evokes the reflection of sunlight on water. To complement the vibrant stripe, the designers used a bold blue font for the brand name, which appears in lowercase letters with a noticeable slant to the right.
This choice to forgo traditional aviation symbols such as birds and airplanes demonstrates a desire to stand out in a competitive market. The orange zigzag line signifies creativity and flexibility. The bold blue lettering provides a solid foundation for the design, contrasting with the orange elements and adding a sense of seriousness to the visual identity.
The orange zigzag line captures attention, symbolizing the dynamic nature of air travel. The blue font used for the brand name adds a layer of professionalism and stability. The lowercase letters with a rightward slant contribute to the airline’s modern and forward-thinking image. Combining these elements results in a striking logo representing the airline’s values and goals.
