Sterling Airlines Logo

Sterling Airlines LogoSterling Airlines Logo PNG

Sterling Airlines: Brand overview

Sterling Airlines, a Danish charter airline, began in 1962 with a modest fleet of propeller aircraft. In the early 1970s, Sterling adapted to the jet age, providing scheduled charter flights between Scandinavia and popular tourist destinations in Southern Europe.

In the 1990s, Sterling’s strategy changed as the airline evolved into a low-cost carrier operating scheduled flights throughout Europe. In the following decade, Sterling, with bases in Copenhagen and Stockholm, rapidly expanded its network, adding numerous routes and new bases throughout Scandinavia. By 2008, Sterling’s network covered more than 30 destinations served by a fleet of 13 Boeing airplanes.

However, the “perfect storm” of skyrocketing fuel prices and the global financial crisis of 2008 severely impacted Sterling’s fortunes. In October 2008, the airline declared bankruptcy, bringing its operations to an abrupt halt and leaving tens of thousands of passengers homeless.

At its zenith, Sterling carried more than 7 million passengers a year. However, the ambitious strategy of developing a low-cost model did not survive the harsh economic conditions.

The fall of Sterling after more than four decades of operation marked the end of one of Scandinavia’s largest low-cost carriers. The event highlighted the tough challenges carriers face in Europe’s fiercely competitive low-cost airline environment.

Meaning and History

Sterling Airlines Logo History


Sterling Airlines Old Logo

2005 – 2008

Sterling Airlines Logo 2005

The Sterling Airlines logo is quite different from the previous version, which was filled with hearts reminiscent of a Valentine’s Day card. The updated design looks fairly standard: it includes part of the tail of the airplane, a large letter “S,” and the word “STERLING.” The letter “S” looks like a complex mechanical part because of its unconventional shape and is painted in a silver gradient. The cold metallic sheen contrasts with the bright red base and harmoniously complements the white color of the text below.

The intricate “S” in a metallic gradient evokes a sense of modernity and technical prowess, reflecting the airline’s commitment to innovation and quality. The red base of the logo is eye-catching and symbolizes passion or urgency, aspects often associated with air travel. The white text at the bottom adds clarity and balance to the overall design, making it both eye-catching and easy to read. This combination of elements makes for a memorable and effective branding tool.