Go
1998
To create a new identity
In the mid 90s the market share of budget airlines grew from zero to 5%, in under two years. Recognising the potential of this market, British Airways decided to set up a business to compete with the budget operators. The new airline would be a separate company with its own name, identity, management and employees. Wolff Olins was appointed to create the name and identity for the airline in association with HHCL, a leading UK advertising agency.
Low cost but not downmarket
Wolff Olins developed the new airline’s name and brand so that it reflected its objectives and values – to save travelers time and money so that they can just ‘Go’ wherever they want, without fuss or bother. The brand was fresh, simple and direct but not crudely cost-conscious or downmarket like some of its competitors. ‘Go’ was also chosen because it was pronounceable and understood throughout Europe, encapsulating the attitude of economy.
A £374 million business
Like Orange and First Direct before it, ‘Go’ was another Wolff Olins brand that transformed its market, forcing a higher quality customer offer onto a poorly differentiated sector. When, in June 2001, British Airways sold the airline to 3i, it brought a return of £100 million on a £25 million investment. One year later, in May 2002, easyJet bought Go for £374million.
