Corporate Rebranding Design of Aviation Company in Malaysia: Case Study of Rayani Air

The aim of this study is to investigate the existing corporate identity and the potential of rebranding design of Rayani Air. Being the first Sharia-Compliant and a full service airline in Malaysia, Rayani Air frequently flies from Kuala Lumpur International Airport to Langkawi International Airport mainly to attract tourists to the resort island. Unfortunately, after several accidents and incidents, the airline company was suspended. This drawback has affected consumer’s trust especially on issue pertaining to security and safety in aviation industry. Through visual observation and content analysis of existing branding design, this study attempts to develop a new strategy for rebranding of Rayani Air. In this regard, corporate rebranding design of Rayani Air is necessary for restoring consumers’ trust and convincing stakeholders to invest in the company. We conclude that rebranding for failure organization is a crucial task and that special attention on the corporate image and design should be given the highest priority.