Says Larger Type "Modernizes And Enhances Visual Impact Of
To paraphrase a well-known classic advertising slogan... when
Brazilian planemaker Embraer talks, the ANN staff listens. From its
regional jets, to military aircraft, and larger business and
commercial airliner offerings -- and now to the world of VLJs and
light jets with the Phenom fraternal twins -- Embraer seems intent
to strengthen its brand throughout the world, especially in the
Having said that, when the ANN staff received the latest news
release from Embraer on Tuesday... we were, shall we say,
underwhelmed. We also wonder if the planemaker is pulling our leg
(after all... they've duped us once
Nevertheless, in the interest of bringing our readers ALL the
news in aviation, ANN will dutifully pass along the following, and
let our readers take the news however they may.
As of August 19 -- Embraer's 38th anniversary -- the planemaker
says it will introduce a "major improvement" to its logo, which it
says is "recognized worldwide for its aircraft excellence and
reliability in the airline, executive jet, defense and government,
and aviation services markets."
For those unfamiliar with Embraer's current logo, here it
And, according to the company, here is the new one:
In short... "Embraer" will now be in bigger type. And that's pretty
recognized and respected around the world and always associated
with high performing and reliable products, is the fruit of the
work and dedication of generations of employees throughout nearly
four decades and one of our most important assets," said Frederico
Fleury Curado, Embraer’s President and CEO. "Its
modernization results from detailed studies, preserving its visual
identity and positively contributing to the growing solidity of the
Embraer went on to say the larger typeface provides "a more
harmonious balance" between the name and the stylized, birdlike "E"
symbol on the left. We wonder how many 'detailed studies' it took
to determine that.
In any case, it is newsworthy this is only the second logo in
the company's history. Embraer's original logo was created when the
Company was founded, in 1969, by José Maria Ramis Melquizo,
a Spanish painter who obtained Brazilian citizenship. Three years
later, in 1972, Ramis became an Embraer employee, and worked for
the planemaker until 1985.