Selected through a pitch involving agencies big and small, this eight-year-old Singapore firm impressed Scoot’s evaluation panel with a proposal that conveyed the upbeat, fun, leisure-oriented and slightly quirky approach the Airline will take.
The light, bright logo conveys warmth, energy and informality, while the tilted “t” of the name Scoot hints that this Airline is not cut from the same conformist mould of others. Space remains for a tagline, which will be selected with public involvement in the months to come.
The aircraft livery, with its waves and colour, likewise gives a sense of motion, happiness, lightheartedness and youth, reflecting a casual, leisure-oriented vibe that should capture and enhance the mood of those travelling.
“The guys and girls from Sparkfury and Tangoshark captured the essence of our brand from the getgo, and were not afraid to challenge convention and be different. That’s exactly the spirit we like and want of our partners and our staff—an attitude that’s unique, the Scootitude that encapsulates our values and spirit and that should be apparent to guests whenever they interact with us,” said Campbell Wilson, CEO of Scoot.
“Getting the opportunity to develop a brand for an airline named Scoot is a creative person’s dream,” said Michael Lim, Executive Director of Sparkfury and Tangoshark. “It’s so different from a traditional airline name, and lends itself to so many applications. We wanted to reflect this difference and unconventionality during the pitch process, and to create a brand that changes the way people view travel. Our whole team is energised and excited with this assignment and, like Scoot itself, aims to demonstrate something different, something unique in all we do.”
About Sparkfury Creative Consultants Pte Ltd
Founded in 2003, Sparkfury is an award-winning full service creative communications agency. Sparkfury has established itself as a strong player in the industry with strategic, creative and campaign management capabilities. Its core strength is through-the-line campaigns, with the ability to deploy and integrate various new media initiatives. Sparkfury's proven track record includes campaigns from various government institutions to a wide range of local and regional brands including Sony, Subaru, Yoplait and UOB Credit Cards.
About Tangoshark Pte Ltd
Founded in 2008, Tangoshark is a digital interactive agency full of zest and excitement. That simply means we excite brands with our creative blend of zesty tenacity – through creative concoctions of uniquely branded consumer experiences across all digital touch-points! Tangoshark has conceived, and deployed, branded user experiences that comprise of digital services (such as Internet banking, automatic bank tellers, online loyalty and rewards as well as corporate dashboards) and campaigns (such as through addictive online games and engaging social community initiatives) for various clients. These are being deployed across countries that include Taiwan, Hong Kong, China, India, and Indonesia.
Michael Lim, email@example.com, tel (65) 6411 6968 / 9764 7406
Scoot™ will provide medium and long haul no-frills flights from mid-2012, and tickets will go on sale in the first quarter of 2012. Operating an initial fleet of four Boeing 777 aircraft, Scoot's first-year routes will link Australia, Singapore and China, with others to be announced. Scoot will provide – in addition to fantastic value airfares – a safe, reliable and contemporary travel experience with a unique attitude – Scootitude™. Scoot is passionate about changing the way people travel long distance.