Friday, March 15, 2013

■ SOUTH AFRICA: SAA considers legal action against kulula over the latter's new branding.

SAA logoAs previously speculated by The African Aviation Tribune, South African Airways (SA) is likely to instigate legal proceedings against Comair Ltd.'s LCC kulula (MN) over the latter's controversial new branding which mocks the South African national carrier.

kulula's rebranding
new kulula branding (kulula)
Roughly two weeks ago, kulula took the bold step of rebranding itself "The Most South African Airways", a jibe at SAA who, according to BusinessTravel News, have not taken too kindly to their competitor's 'creativity' and have lodged a complaint both with their lawyers and with the South African Advertising Standards Authority.
SAA spokesperson, Tlali Tlali, told BTN: “SAA has meticulously built its instantly recognisable brand over a period of 79 years, and although imitation is the best form of flattery, SAA views the unauthorised use of our registered trademarks, copyrights and intellectual property in a very serious light. To this end we have engaged with our attorneys to act upon protecting these on our behalf.”
Source [BTN]
A few days after announcing its new controversial livery, kulula stated it would review the branding as “some people” were unhappy with the proposed design. The airline announced in a quirky press conference that it would immediately review the slogan to ‘A Very Very SOUTH AFRICAN AIRWAYS’.

Kulula's parent, Comair Ltd, is currently involved in a court case against South African Airways (SA) disputing the legality of SAA's latest government funding.