Emirates (airline) - Branding

Branding

From 2004, the airline changed its slogan to Fly Emirates. Keep Discovering In 2008, Emirates launched a slogan mainly revolving around their route network of 100 destinations in 59+ countries across six continents – Fly Emirates. Keep Discovering and Fly Emirates. To over Six Continents. Most recently Emirates launched a campaign to promote Dubai as a destination using the slogan Fly Emirates. Meet Dubai.

Other slogans used in the past by the airline include:

• Emirates. The Finest in the Sky
• Be Good to yourself. Fly Emirates
• When was the last time you did something for the first time. Fly Emirates.
• Fly Emirates. Keep Discovering
• Hello Tomorrow

Emirates introduced a new design in August 2008 for its 16,000 uniformed staff, designed by Simon Jersey plc. The offboard uniform includes the Emirates hat, red kick-pleats in the skirts, more fitted blouses and the return of red leather shoes and handbags. For the onboard uniform, male and female cabin crew wear service waistcoats in place of the previously worn service jackets and tabards. The male flight attendants wear a chocolate brown suit, featuring pinstripes, with a cream shirt and a caramel, honey and red tie. Both male and female Pursers wear this chocolate brown color, but with no red featured.

Since its formation in 1985, though to a limited extent until all aircraft were repainted, Emirates aeroplanes carried a section of the United Arab Emirates flag on the tail fins, a calligraphy of the logo in Arabic on the engines and the "Emirates" logo on the fuselage both in Arabic and English. The colour scheme used since 1985 was changed in November 1999 to the one still in use today. This change saw the modification of logotype, the enlargement and move of the English logo (the Arabic remaining smaller) towards the front of the aircraft and a different, flowing flag on the tailfin. Some newer aircraft such as the Airbus A380-800, have the Emirates logo painted on the belly of the aircraft. Emirates aircraft also have the FIFA World Cup logo on them, as Emirates is the official airline sponsor.

In cricket, Emirates sponsors Cricket Australia, Lord's Taverners, and Pro Arch Tournament. Their branding also features on International Cricket Umpires shirts. Emirates has also become an official partner of the International Cricket Council until 2015. This deal gives emirates association with all major ICC tournaments, including the 2011 and 2015 ICC Cricket World Cups, ICC Champions Trophy and ICC World Twenty20. Emirates are the Twenty20 shirt sponsor of Durham County Cricket Club and hold the naming rights to the Chester-le-Street Riverside Ground now known as Emirates Durham International Cricket Ground. the Dubai International Racing Carnival, Melbourne Cup Carnival, and the Australian Jockey Club’s Autumn and Spring Carnival. Emirates are also major sponsors of English Premier League club Arsenal. In August 2009 the Scottish Junior Football Association announced that Emirates would sponsor their Scottish Cup competition. In 2011, Emirates sponsored the cross-Thames gondola lift, Emirates Air Line in London.They are also the major sponsor of the Deccan Chargers team of Indian Premier League, the largest domestic Cricket tournament in the world. Starting with the 2012 season, Emirates will sponsor the US Open Series, a six-week summer tennis season leading up to the US Open. Their sponsorship runs til 2019.