Global marketing consultancy EIDETIC announced that its brand design for the emerging air mobility company ‘SUM Air’ was selected as an excellent design at the 2023 Good Design Awards.
The Good Design Awards, hosted by the Ministry of Trade, Industry and Energy and organized by the Korea Institute of Design Promotion, is one of the most prestigious design award ceremonies in Korea, held annually since 1985. Based on the Industrial Design Promotion Act, the awards grant the government-certified GD (Good Design) mark to products recognized for design excellence through a fair evaluation process.
SUM Air, selected as an excellent design in the brand design category, is a regional air mobility (RAM: Regional Air Mobility) airline established in November 2022. As the name suggests, it serves to connect island routes once airports open on Ulleungdo, Heuksando, and Baengnyeongdo, operating passenger aircraft (ATR72-600) capable of takeoff and landing on short runways. SUM Air was created with the goal of connecting cities and islands, embodying the will to explore Korea’s beautiful islands, which have been difficult to access due to inconvenient transportation, together with customers.
EIDETIC developed the brand by focusing on SUM Air’s clear business model and values, moving away from the typical corporate value-driven brand design common in airline brands, and symbolizing ‘island, connection, and experience.’ The SUM Air symbol combines a simplified triangle representing an island touching the sea horizon with a line signifying the connection between islands, visualizing the shining sun and the radiant moments of travel with SUM Air.
Leading the SUM Air branding, EIDETIC has established design strategies and brand experiences for about 75 large companies with domestic and international sales exceeding 1 trillion KRW. As a partner of the Chinese headquarters of rapidly emerging mobility companies ‘NIO’ and ‘Wuling,’ EIDETIC executes integrated branding for customer experience, proactively leading brand changes in the future mobility market.
Ashley Jung, CEO of EIDETIC, who has overseen brand renewals and marketing activities for global airlines such as Virgin Atlantic in the UK, JetBlue in the US, and Eastar Jet in Korea, said, “We are honored that SUM Air was the only airline brand selected at this year’s Good Design Awards. As the design value has been recognized, we hope that SUM Air will continue to provide a special and meaningful brand experience at both online and offline customer touchpoints.”
SUM Air has launched its official website applying the new brand and is preparing to launch its first flights in 2024, starting with Ulsan and Sacheon airports.
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