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Nine years ago, we were born as ‘Viva Colombia’, changing the way we travel. We were the first airline to break paradigms and bring the Low Cost model to the region, democratizing the skies and giving millions the oportunity to travel by plane.
Then in 2017, we switched to ‘Viva Air’ with group operations in Colombia and Peru; determined to change the rules, not to resemble any other airline, willing to give everyone who wanted to fly. The road was not easy, but when has it ever been easy to challenge the known? But we did it, showing that it was possible. We broke the rules, giving everyone a chance to fly. During these past few years, with experience we have evolved. Viva has changed, so it was time to leave one story behind and start writing another. This is how we become ‘Viva’, just Viva, and we want to ‘eat the world’, proving that you can fly more, paying less. Today we are Viva, a new brand, a new color, a new symbol, different from everyone else, just as we like to be.
This new story had to begin with a renewal of our image. Our new Viva brand relates to such incredible concepts as being fresh, reliable, close, efficient, agile, young, disruptive. And it could not stay in the same world as airlines that use symbols such as wings, 'little birds' or the representation of a bird, those common and unsurprising motifs. We don’t follow the well-worn path, so that is why we aren’t tied to the tired world of logos with representations of birds or wings. We went further.
No, we had to find something different as our way of being
and we found it. Our inspiration did come from who we are, but not from the obvious. The nose cone of a plane, in the shape of a V, became our starting point, and we hope that we are just beginning to show you how well we are going to look, unleashing ourselves against all the others.
A new brand with a heart of yellow; with new, more efficient planes that consume less fuel and cover greater distances to take you to discover new destinations. Now you will see our yellow planes on the usual routes, and those where we have never been, because we will reach new places with the punctuality that we are renowned for and with the great service that everyone deserves
A V represents several things: A boomerang. Our symbol that flies, that comes and goes. A round trip, like what we take every day when flying. An element that allows us to tell the story of who we are and that will be present in the iconography of our new brand.
In addition, each of the letters in the word VIVA has been strategically designed taking into account that boomerang that projects modernity, freshness, closeness, agility and simplicity. In an imaginative way, we like to view our game of letters / control boomerangs (letter "V" and "A"): as airplanes and a control tower (letter "I") that looks like this:
We continue to have a heart of yellow, because our cheerful and enthusiastic essence remains. This new image, where yellow predominates, will allow us to infect everyone with optimism who meets Viva along the way.
We also keep blue in our color palette, but we have taken it to a more cheerful hue. This is how we want to be recognized everywhere we go: as the yellow dot that opens possibilities to everyone, because now our planes will be completely yellow. A new fleet of planes, not just any planes, but the good ones, that are earth friendly. A fleet of new planes for the airline that democratized flights.
But not only do we fly more and better planes, our desire to challenge goes much further, literally. That is why today we can proudly say that we continue to cover the usual routes; but we have dared to cover others that previously seemed impossible to dream of. Thus, in the future we will be able to connect travelers from New York to Buenos Aires. An adventure that we will approach as we like to do it: serving and fulfilling. Being the first. And proving that it is possible to buy low and fly high.