The SATA brand began changing in 2009, which coincided with the renewal of the SATA Air Açores fleet. This change reinforced the airline’s desire to become a more appellative brand, capable of competing with all the different airlines – through visual impact or innovative elements – anywhere in the world, but maintaining the references and symbols from SATA and Azores’ roots.
The SATA rebranding process will end in 2013 with an image and ground equipment change, as well as new uniforms. All these changes are essential for SATA to keep up with the many commercial challenges it faces.
BIA - Blue Islands Azores – is the current symbol next to the SATA logo. This symbol is a reinvented and rectilinear goshawk (‘Açor’ in Portuguese) inspired by prototype futurism and made out of nine different and colourful asymmetric pieces symbolising the nine isles of the Azorean archipelago.