Approach
Key brand values, audience types, and potential brand statements were identified through an intital creative workshop with members of the SAS team. Keen to keep green as the key brand colour and for a propeller to be used in the logo, the designers created a number of iconic, abstract propeller shapes for consideration. A more premium green was also selected, and complemented by a diverse colour palette, allowing a number of colour variations and inversions to be used. Once complete, the first draft of the logo, strapline, colour palette, and brand mock-ups were presented back to SAS for feedback and refined in order to produce the finalised brand.