New Name, Logo, and Identity for UP by Open

Announced in late 2013 and beginning operations this March, UP is the new low-cost airline of Israel — owned by El Al, the country’s flag carrier — offering a selection of flights to Berlin, Budapest, Kiev, Prague, and Larnaca. UP is the first reduced-fare, a la carte-service in Israel and they face the challenge of explaining the pricing model to their audience who is accustomed to the full-service of El Al and of establishing a distinct low-cost look-and-feel that is different yet related to the parent airline and the trust associated with it. UP’s new identity has been designed by Tel-Aviv-based Open.We positioned UP as “Low Fare Flights by EL-AL” (endorsed brand), to promote preference yet differentiate it from other low-cost players. The brand promi