Says Larger Type "Modernizes And Enhances Visual Impact Of Brand"

To paraphrase a well-known classic advertising slogan... when Brazilian planemaker Embraer talks, the ANN staff listens. From its regional jets, to military aircraft, and larger business and commercial airliner offerings -- and now to the world of VLJs and light jets with the Phenom fraternal twins -- Embraer seems intent to strengthen its brand throughout the world, especially in the US.

Having said that, when the ANN staff received the latest news release from Embraer on Tuesday... we were, shall we say, underwhelmed. We also wonder if the planemaker is pulling our leg (after all... they've duped us once before.)

Nevertheless, in the interest of bringing our readers ALL the news in aviation, ANN will dutifully pass along the following, and let our readers take the news however they may.

As of August 19 -- Embraer's 38th anniversary -- the planemaker says it will introduce a "major improvement" to its logo, which it says is "recognized worldwide for its aircraft excellence and reliability in the airline, executive jet, defense and government, and aviation services markets."

For those unfamiliar with Embraer's current logo, here it is:

And, according to the company, here is the new one:

In short... "Embraer" will now be in bigger type. And that's pretty much it.

"Embraer’s logo, recognized and respected around the world and always associated with high performing and reliable products, is the fruit of the work and dedication of generations of employees throughout nearly four decades and one of our most important assets," said Frederico Fleury Curado, Embraer’s President and CEO. "Its modernization results from detailed studies, preserving its visual identity and positively contributing to the growing solidity of the Company’s image."

Embraer went on to say the larger typeface provides "a more harmonious balance" between the name and the stylized, birdlike "E" symbol on the left. We wonder how many 'detailed studies' it took to determine that.

In any case, it is newsworthy this is only the second logo in the company's history. Embraer's original logo was created when the Company was founded, in 1969, by José Maria Ramis Melquizo, a Spanish painter who obtained Brazilian citizenship. Three years later, in 1972, Ramis became an Embraer employee, and worked for the planemaker until 1985.

FMI: www.embraer.com