Air Serbia: Tradition Elevated

Air Serbia has unveiled a new visual identity with the slogan “Tradition Elevated”, blending heritage with a modern expression and reaffirming the national airline’s role as an ambassador of Serbian culture and hospitality. In an era of generic corporate identities, Air Serbia highlights what makes it unique – a deeply rooted tradition and an emotional bond with its passengers. The new brand design gives travellers a sense of warmth and welcome – to feel at home wherever they are in the world.

“Our mission goes beyond transport services alone, we are building an emotional connection with our passengers. Tradition shapes us, while the new identity brings warmth, unity, and trust that passengers carry with them even after the journey ends. In this way, we reaffirm our dedication to developing a national brand we believe in, and are proud of,” said Bojana Knežević, Head of Marketing and Corporate Affairs at Air Serbia.

Motives shaping the new visual identity are inspired by Serbian folk ornamentation, Sofra and Kuveri patterns, symbolising stability, unity, warmth, and reliability. These elements go beyond aesthetic function. They reflect the values and emotions that passengers recognise in Air Serbia.

As the national airline, Air Serbia continues to develop as a reliable partner connecting people, destinations, and cultures. The new visual identity preserves tradition while simultaneously creating space for innovation, reaffirming the company’s strategic focus on strengthening its position and promoting Serbia as an attractive and authentic destination.

Flying onwards - together.

Tradition Elevated.