ABSTRACT
This study aims to explain the relationship between a logo makeover and its company’s performance in the airline industry. Through the semiotic method, the authors propose that a logo makeover plays an important role in determining the ability of an airline to improve its service performance. Garuda Indonesia Airline has been selected as the sole case for the study. The company made significant changes to the shape, colour schemes, and typography of its logo in 2009. The Garuda’s logo makeover was analysed using the Peirce’s semiotic approach. The results indicate that a logo makeover has a positive influence, as much as 19.6% on the customer’s brand attitude and 16.5% on the customer’s brand commitment, while the rest is determined by other factors that are not included in the scope of this research, such as service quality and marketing strategy.
