Proletai is the conceptual project of the brand identity of the small local airline located in Uzbekistan. The company flies within the country and it is very famous among the local population, thanks to low prices for flights and a good level of service. According to the task, the identity of the company should reflect the specific features of the country and be close and understandable to the local population, which is the main target audience.

Traditional oriental carpets became the main source of inspiration for creating the corporate identity. Uzbekistan has been famous for its national carpets since ancient times, almost every house of every family is decorated with a carpet. “Carpets warm your heart and delight your eyes.” This saying best expresses the importance of the art of carpet weaving for the Uzbek people.

The design concept is based on the interweaving of carpet threads, which, at a perpendicular intersection, form an image consisting of small squares (pixels) and refer us to the final point of the route. This visual solution contributes to the construction of a dynamic corporate identity – each flight has its own characteristic image and at the same time sustained in the general color scheme of the corporate identity. Bright green, pink and yellow colors symbolize the love of the Uzbek people for bright colors, as if covered with warm sunlight. The accidental corporate font develops the main idea of the project – a pixel image. The font seems to be also interwoven with the image on the carpet, thanks to which it acquires its own special unique character.

The identity turned out to be cheerful, bright and easily scalable to different media and the most important thing is that it perfectly reflects the spirit and flavor of Uzbekistan.