jump to navigation

Oman Air: The New Wings of Oman February 24, 2008

Posted by Arun Rajagopal in Advertising, Oman, Travel.
Tags: , , ,

My latest campaign at Wunderman Oman is one of the most exciting projects I have ever worked on. It has been exciting, hectic (explains the blogging hiatus) and a great learning curve.

After all, it’s not every day that you get to work on the rebranding of a country’s national airline.

Particularly gratifying for me is that I have worked on this brand for the last 3 years, across 2 agencies. It gives you a great high to watch an airline take off in new colors, especially when you have played a role in its ‘vibrant, new journey’.

The New Wings of Oman

Welcome to the new wings of Oman Air, the national carrier of the Sultanate of Oman.

The rebranding exercise became essential as Oman Air has changed its focus from being a leading regional airline to a competitive global player.

The airline is currently expanding its wings with an ambitious fleet expansion programme and launch of new destinations (9 cities in 2007).

Our campaign delved into the psyche of Oman as a traditionally friendly and hospitable nation to create the message that as ambassadors of the nation, Oman Air brings élan, friendliness and warmth to flying.

The revitalized brand identity features the Oman Air logo as a contemporary rendition of Frankincense smoke. Frankincense is one of the most evocative expressions of Oman’s vibrant heritage and culture.

Those familiar with Arabian history will know the significant role frankincense has played in Oman’s history. Today, burning incense is an inseparable part of Omani life and is indicative of the country’s enduring traditions of hospitality.

A high-profile corporate branding and aircraft livery unveiling event (with laser show and the works) was held yesterday at the Shangri-La’s Barr-Al Jissah Resort and Spa, Muscat. The ‘New Wings of Oman’ press campaign was launched across Oman today.

TV spots unveiling the new look of Oman Air will roll out across the Middle East this week. Communications across diverse media – print, outdoor and digital will follow.

Here’s the print campaign & logo rationale of ‘The New Wings of Oman’…

Teasers 1, 2,3:

The New Wings of Oman - Teaser 1

The New Wings of Oman - Teaser 2

The New Wings of Oman - Teaser 3

Launch Ad – Double Spread:

The New Wings of Oman - Launch Double Spread - Cover

The New Wings of Oman - Launch Double Spread

The New Wings of Oman - Launch Double Spread - Back

Logo Rationale Book (Giveaway in a wooden box of frankincense):

The New Wings of Oman - Logo Rationale

Watch this space for more news on ‘The New Wings of Oman’ campaign.

Update: TBWA/Zeenah, a leading agency in Muscat designed the new logo and livery of Oman Air, while Wunderman Oman developed brand communications for other media through ‘The New Wings of Oman’ campaign. Hat tip to Ivan Sidzhakov at TBWA/Zeenah, who worked on the new logo.



1. Mathew - February 25, 2008

Silver and gold, is it? Pray, why choose colours that are impossible to reproduce well – in any medium? Just a knee-jerk comment, but pls enlighten.

2. Ahmed Al-Taie - February 25, 2008

I am sorry, but the design symbolizes nothing about Oman .. the old design at least resembles something about Oman .. The 2 swords and the Khanjar.


3. rasha - February 25, 2008

i did like it tooooooooo much.specialy the colours…..very nice…best wish for u…….OMAN

4. Arabesque - February 25, 2008

look forward to pictures of a plane in Oman

5. Rose - February 27, 2008

look nice!

6. Al-amri - February 29, 2008

i don’t see anything present OMAN at this logo I think old one is beter or you have to look some thing samer

7. sreejith - February 29, 2008

Looks good ..But there is a problem when reproducing colours such as silver and gold on the aircraft…..maybe they have to use some special paints with a sparkling effect….otherwise its gonna look dull
….and have u noticed?…they have painted the first aircraft in wrong colours

8. Al-amri - February 29, 2008

It shame to say this is our airline with this logo.
Khanjar was correct logo

9. s.m.q - March 4, 2008

well the trueth is that the symbol is good colours are very good but the problem as some menyioned is that to reproduce them is a bit dif..
its good chage and we all looking forwardfor our oman air

10. lil_star - March 7, 2008

thats nice!!!!!!!! flong fly Oman air!!!!!!!!!

11. Oman Air’s re-branding effort - worth it? | V1 Branding - March 10, 2008

[…] Perspectives from a person who participated in the re-branding exercise […]

12. Omani - March 13, 2008

I think the idea of a new logo is good. but rather than having a better logo we are given a logo that says nothing about oman. i think the same khanjar could have been given a new modern look or if Frankincense was to be used, then at least make it more obvious! if omanis themselves don’t see the Frankincense who will see it ?!!?
its good for airlines that are independent but as a national carrier im sorry, it needs to be modified…please don’t go a head with it!?? PLEASE!

13. Lewis Green - March 24, 2008


Wow! These comments are really interesting and not what I expected. As one from outside Oman (the U.S.), I think the campaign is beautiful and alluring to travelers.

14. Muscat - March 25, 2008

I saw a plane with the Logo on the Tarmac at Muscat Intl. Airport

15. Gordon Whitehead - March 30, 2008


I do like your work and thank you for sharing it.

16. Ivan Sidzhakov - June 2, 2008

Dear Arun-

Can we please kindly request that the TBWA\ZEENAH team which came up with the new Oman Air logo and its colour scheme gets credited on your blog for their part in the OA rebranding?

Thank you very much / good luck.

Ivan / TBWA.

17. masirahman - December 27, 2008

Oman Air is the best.I have been flying to the Middle East for 20 years
mostly on British Airways but Oman Air staff are far more polite,the food is better and the in flight service more professional.
Well done.
Masirah Island

18. Sharon - September 20, 2009

Actualy its a nice change…totally diff frm the old one

19. skhan - July 11, 2014

I never knew Oman air logo represented frankincense smoke!
Well thought designing of the branding/comm team yet the designers screwed up with the smoke 😛
Anyways, Love Oman Air for its unbeatable convenience and quality of service! 🙂

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: