CLIENT: British Airways
AGENCY: Wolff Olins
PROJECT: Start-up budget airline
As a result of the huge success of Ryanair and EasyJet in Europe, British Airways were losing many previously loyal customers. Although travellers disliked the budget airline experience they loved the low prices. The strategy for the new BA backed airline was to compete on price - at the same time as delivering a safe easy reliable and enjoyable service.
To create a name and brand identity for a new low cost airline, opening up the world of affordable reliable travel to everyone with an appetite to explore Europe
Green for GO. The name short and to the point. The design is simple and fun - the colourful dots representing a variety of destinations and activities. All the elements were designed to change and evolve constantly, including the phrases on the aircraft exterior. Like the nature of the business, nothing is static for long.
After two very successful years at Stansted GO expanded to Bristol and Edinburgh. Just two years after that the airline totally dominated the budget travel market.
Go was a brand that transformed its market, forcing a higher quality customer offer onto a poorly differentiated sector. When, in June 2001, British Airways sold the airline to 3i, it brought a return of £100 million on a £25 million investment. One year later, in May 2002, easyJet bought Go for £374million.