Gulf Air, the national airline of Bahrain, Oman and the UAE, has unveiled its new corporate identity.

Commenting on the new corporate identity, Abdulla Hassan Saif, Minister of Finance and National Economy in the Kingdom of Bahrain, and chairman of Gulf Air, said: "The introduction of Gulf Air's new corporate identity is a defining milestone in the journey of change we set out on last year when the Board approved the three-year restructuring strategy."

Outlining the branding rationale, James Hogan, the airline's president and chief executive said: "The new corporate identity represents the more serious and fundamental changes taking place at every level in the airline, which like its counterparts worldwide is facing unprecedented challenges to survive in the face of the global economic downturn, and more recently the impact of the conflict in Iraq."

"In reshaping Gulf Air to operate in the competitive market, it is our aim to be distinguishable from our competitors, by moving away from the monotony and predictability of a generic international airline," he explained. "We have set out to build on our strong geographic, historic and cultural links in the region. We will translate these Arabian values and rich traditions into a bold contemporary brand associated with energy, entrepreneurship, world-class professionalism, and exceptional service."

"The restyled falcon, which remains the focal point of our new corporate identity, communicates a synthesis of bold, modern entrepreneurial principles and traditional Arabian values, in what we believe is a powerful prominent icon for a new era," said Hogan.

A brand implementation plan, devised in conjunction with leading brand consultancy Landor, outlines the process that will see the corporate identity executed and applied in all areas of the airline's diverse and widespread operations.

"However, it will be the people of Gulf Air who ultimately drive the brand, assimilating and integrating the defining values of service and style into all aspects of our modern portfolio of products and services - whether at the sales offices, check-in desks, in the Gulf Air lounges or in the air," explained Hogan.