Just like many others, I was not impressed with Oman Air's new brand identity, I did not understand what it meant at first, and I genuinely thought that all of their teasers that ran on the newspapers for the past week or so were made by the new Al Ahli Bank.
Oman Air, or whoever did the branding for them, clearly misunderstood what the problem is, there was nothing wrong with khanjar concept or with the choice of colours, why didn't they work with they had and remastered them instead of doing something totally random. Do they really think that using gold and silver will make them 'look' luxurious? And why in heaven's name didn't they change that ugly font?!
The brand is of course not only about the logo, but it is the image of the company within the consumers mind which is created by the quality of the service, the PR, and everything the company does. Changing the logo is the first step in telling all the consumers that Oman Air is changing, that is no longer that cheap-ass-service-company with old and dirty airplanes. But did this logo tell me anything such as that? I don't really know, I can' relate to it, I don't understand it, and I think that it looks ugly. I was discussing this with a friend earlier today, and he said that he really thinks that this logo suits Oman Air, it is a horrible logo for a horrible company.
A great number of Omani companies and institutions do not understand the importance of having a brand and the impact color and typography could have on consumers perception of their service. While new Omani companies such as Omran, Nawras, Oman Oil, and Bank Muscat, seem to know how to make the most effective use of the power of branding, the same cannot be said about Oman Mobile, OmanTel or Bank Sohar, and surely not Oman Air.