National airline rebrands to Air Serbia following Etihad investment

EUROPE – Following the acquisition by Etihad Airways of an equity stake and the management contract for the national airline of Serbia, the flag-carrier has rebranded to Air Serbia.
 
Complete with a new corporate logo and colour scheme, the rebrand is part of the largest transformation in its 86-year history.
 
The change signals not only a rebranding of the former Jat Airways, but a whole new identity, affirming that Air Serbia will be a completely different airline.
 
Driving the change is Etihad Airways, the national carrier of United Arab Emirates, which has secured regulatory approval to acquire 49 per cent of Air Serbia and been awarded a five-year management contract.
 
“This is not just a change in strategy,” says President and CEO of Etihad Airways, James Hogan. “It is a package of changes so significant that the airline requires a change of identity and appearance.”
 
The Deputy Prime Minister of Serbia, Aleksandar Vučić, says a strong national carrier was essential not only for the Serbian economy but for national pride.
 
“This change signals a break with the national airline’s past practice but not with its strong ethnic roots,” he adds. “The name Air Serbia will carry the national identity into other markets, and clearly establish the Serbian brand in a way that Jat Airways could not.”
 
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