Wrapping airplanes with vinyls. Did you know that is a highly specialized art?

Wrapping airplanes with vinyls. Did you know that is a highly specialized art?

Airplanes make the people think in some thoughts such as traveling, going to new places, safety and the perfect opportunity for any brand to place its image on the air.

Let ‘s see a fact. The airplane is the safest transportation around the world. The accident rate is from 1 to 2,4 millions of flights. This way, it’s the one of the ways which many companies use aircrafts to promote their logos, images, marketing and branding strategies. However, what options you have to decide the best one at the moment to brand an airplane?


Let’s start with what branding an airplane means. It’s the art of decorating it with colors, illustrations, logos, images, etc in a way that brands broadcast their escence. However, there are more than visual issues in this art. 


Some companies decide to paint their airplanes but other ones wrap them with vinyls. What’s the result of the airplane’s performance to make the decision? Let’s see:

  1. Vinyls offer aerodynamic benefits: While paints require primers, coats, and undercoats of paint that add weight to the aircraft, vinyls are much lighter, allowing for short-term fuel savings. To get an idea, the stickers add 107 grams per square meter to the weight of an airplane which is similar to the weight of paint. In addition to that, you must add a base coat and a primer to the paint, which will make the weight of the painting process heavier for the aircraft, generating greater fuel consumption in the mid and short term.

  1. The current adhesive vinyls offer stable products for high and low temperatures. In airplanes it can reach 110º C and -50ºC.

  1. The working time is much shorter compared to painting, as it does not require drying or curing time as paint that takes the aircraft out of service for 6 weeks. Using vinyl can leave the aircraft in operation just for two days.

  1. The differences in costs vary. The cost of using adhesive vinyls to decorate a small commercial aircraft can be around 6,000 USD (about 22 million pesos) compared to 25,000 USD (90 million pesos) that will cost to use paint on the same plane.

  1. The ease of removing the adhesive is another advantage, since its removal is very simple

  1. There are adhesive vinyls and polyester films that allow cost and durability options when branding an aircraft.

Of course, not everything is on the side of vinyl. Let’s see:


  1. Decorating airplanes requires a certification from 3M to handle its VS7704 and VS7322 vinyls, so the level of preparation must be higher than that of paints. The same happens for other certified suppliers like Avery Dennison.

  1. Operators must have work certificates at heighs for the Colombian case since heights greater than 1.5 m are handled (the same happens with painters)

  1. The fact of being adhesive, they sould come off, and at more than 30,000 feet, they can clearly cause a very serious accident. For this reason, they must be carefully inspected by a specialized team, which should include an aviation engineer, an aircraft inspector, and a designated navigability representative.

  1. The durability of the paint is much higher. As long as a properly applied adhesive vinyl can have a bond guarantee; according to 3M one of the main manufacturers, between 1.5 to 2.5 years. The paint definitely lasts much longer.

  1. The application of adhesive vinyls requires that the aircraft not only have a previous base but it requires that the airplane has not suffered from corrosion in some areas. If the aircraft has these corrosion, they must be corrected, which will entail greater cost to the work. Some specialized companies in the United States, such as Moody AeroGraphics, can charge prices starting at 3,500 USD for partial painting.


Now, the previous pros and contras can raise different perspectives in people regarding the preference for vinyls and paint. Undoubtedly, the use of adhesives is a fairly specialized art in which both the use of the correct material and the personnel who make the application correctly are vital for the durability and quality of the material.


You can get a better idea of the complexities of both processes with these two videos.


1. One is about the painting process of a Russian airliner MS-21-300 that was unveiled at the MAKS 2019 air show in Russia. In this you can see the complete painting with the addition of the logos which were also painted. See Video


2. The other one is about the adhesive wrapping process of Latam Airlines See Video


Remember that with our company VR MAKING ON SAS in Colombia and abroad, you have a trained team that is always ready to advise you on your branding and decoration creations of different spaces and surfaces.




Aviaton Wraps. (2021, 8 enero). Home. Recuperado 10 de marzo de 2021, de

Big Picture. (2015, 12 junio). Wraps Taking Off: Plane Vinyl. Recuperado 10 de marzo de 2021, de,to%20a%20%2425%2C000%20paint%20job.

El avión es el medio de transporte más seguro del mundo. (s. f.). Recuperado 10 de marzo de 2021, de,sufrir%20un%20percance%20en%20coche%3F

Laboda, A. (2019, 21 junio). Wrap it up? Recuperado 10 de marzo de 2021, de

RVinly. (s. f.). Rvinyl. Recuperado 10 de marzo de 2021, de other one is about the adhesive wrapping process of Latam Airlines


Automobile Industry: Branding and web under uncertain times.

Automobile Industry: Branding and web under uncertain times.

Automobile Industry: Branding and web under uncertain times.

The branding and web design, when both are combined are able to change the path of a brand. During these uncertain times, both are key.

Since the beginning of the closing of different industries not only in Colombia but in the world, one of the most affected was the automobile industry. Giants as Renault, Mazda or premium brands such as Audi, closed their factories and sales facilities until accomplishing the biosecurity procedures. this way, how these automobile giants could face this situation through web design and branding?, let’s see:

Markus Duesnmann, the new CEO of Audi; a brand with net income of 3.943 millions of euros (a 13,9% vs 2018), decided to adjust the strategy and protocols of the company due to the closing of the factories. this way, he launched the Artemis project. This looks for creating a high-automated and ecological electric car. where the branding and web development appears?. The brand decided to give the leader team a high-level of freedom, placing to his disposal their unity, that brings all digital services of the Audi AG group. In branding, according to the CEO, “the current electrical initiative is our target”. because of this message, the brand is focusing his message to take care the environment.

Mazda closed the factories because a fall in the sales due to the current situation. Temporary, the Japan, Tailand and Mexican factories, closed, working only partial times during the morning to adjust the measures according to different governments. so, what does company do?

It decided to sale cars online. On April 20, Mazda launches the new platform to reserve Online the models Mazda3 and Mazda CX-30 in Colombia, allowing the customers to pay through PSE and credit cards. Additionally, the website was redesigned looking to bring a better user experience. Here, again, we see the power of branding and web transforming strategies.

The Renault group, changed his strategy looking an emotional one during the current sanitary crisis. In Colombia, using the hashtag #SomosMasFuerte (#wearestronger), company borrowed government the test vehicles to transport the medical team. With this, the company supported similar initiatives like the Renting Colombia one. This new strategy looks for both creating sales and empathy with the customers through the concept cross Industries,

There is no doubt that, branding and web design, are two key tools on the companies, allowing more sense of belonging not only to the customers but to the employees whose brand message is deeper and more effective talking about branding. about web, allow companies to reach more effectively a wide range of customers no matter where they are.


Is it the end of the offices or its reinvention?

Is it the end of the offices or its reinvention?

I believe that design; at office decoration, architecture or branding (the brand design placed inside the offices), has the capacity to retain and make people feel better in a workplace. Additionally, it allows the company to bring a stronger sense of belonging with people of the offices and spaces.

Recently, I listened several people mentioning that physical offices would be over, that home-office was the future, and many companies such as offices renters, interior designers, among others, who had the physical spaces as their business focus, had to find another business

This way, is it the end of these physical spaces? Or however, a reinvention of them? Let’s see

1. Offices as we know are called open offices. These are called like that because of the needs to reduce costs, improve productivity, make the hierarchy more flexible and increase interactions between employees of new start-ups , which will soon take on relevance in the world market. However, these spaces have several disadvantages.

2. It can be added, according to Guido Stein, responsible for the Human Direction of the Business School of Navarra, that these workspaces are more likely to be infected and excess noise on these spaces generates stress. This becomes into higher direct labor costs, since the number of absenteeism increased up to 3%.

Have you feel that you are on your computer and you must attend something personal? Or do you even have to carry out a very important task with a high level of confidentiality, but you have your colleagues at your side, with the feeling that everyone sees what you are doing?

3. Other data: A survey carried out by the International Facility Management Association in 2015 “indicated that around 11% of the 538 managers interviewed found resistance from employees to an open office, saying that they fill a greater pressure”

As we see it, open offices had in themselves certain disadvantages that; even many companies, would prefer to omit. As consequence, these types of offices, as mentioned above, are more prone to contagion. According to Kelly Reynolds; an expert in disease transmission at the University of Arizona, mentions that open offices can be a risk for workers.

In this way, in the current situation that we are living caused by the Covid-19, this type of offices are the most affected, so is it their end? Or on by the other side, is it time for his reinvention? I definitely lean towards the reinvention.

Kate Lister, who heads Global Workplace Analytics, says more than 25 percent of workers are expected to continue working from home several days a week, representing a 4% increase compared before the pandemic. It is a fairly significant increase, but far from saying that everyone will be working from home.

As Niall Patrick mentions on Archdaily, one of the most widely read architecture websites in the world, employees are expected to spend at least 50% of their time working remotely in the near future.

The foregoing implies a reinvention of the offices in terms of interior design, ventilation systems, structures, signage and furniture. This will involve certain interesting aspects, let’s see:

1. There is a great challenge in terms of design, since its architecture will be strongly influenced by remote work and by the management of spaces more efficiently. Some people estimates that  40% of current workspace is being unused for much of the day (Archdaily, 2020)

2. We must focus on people.

This is a philosophy that our company has had from the beginning, focusing on people. According to the co-founder of Room (one of the largest interior design companies in New York), Morten Meisner-Jensen, “the problem we are solving is a human problem” as far as offices are concerned, adding “We need a quiet space, focused on work.”

According to Morten, the way companies have migrated from a traditional office to an open office has not been appropriate ”(CNBC, 2020). These designs were made thinking about cost reduction and the erroneous promise of productivity. In a world where the fear of contagion is undeniable, designs require a combination between the digital and the physical ones allowing flexibility in both home-offices and traditional places.

3. In some countries, there are ghost offices, which allow staff to be transferred temporarily in times of crisis to continue operating. This is because of the the fact that several jobs handle very sensitive and confidential information. In addition, access to the network is faster. Of course, not everyone can afford one of these sites, that’s why  the main clients are financial services agencies, banks, insurers, petrochemicals and real estate.

Undoubtedly, offices as we know them will not end, but the redesign work by interior designers, branding agencies, architectural firms, will be a challenge in an environment where they must be able to generate enough security for those who work there. In addition, they need to offer a space; efficient and emotional, for those who are there to feel part of the brand.



Country Brand: Beyond the Logo

Country Brand: Beyond the Logo

A brand looks for being an icon of the communication of a brand’s identity. Through it, values, strategic objectives, mission and vision are transmitted by who makes part of it. A traditional brand has the ability to reinvent itself on short-term through the marketing strategy. However, the country brand is something else. According to Lina Echeverri Cañas, founder and CEO of PaisMarcaOBS, the country brand is “a strategy to strengthen the country reputation on the international markets. generally, it’s confused with a strategy to promote country tourism. The country brand is a something valuable offered for tourists and investors”. Because of this, the national government of Colombia decided on 2012 to change the image. According to Daniel Reyes, communication director of Marca Pais Colombia, this change looked for standing out “the essence and take advantage of the good moment that country is living, to show the world, our potential. 


Some data about the new brand construction are: 


1. The temporary Union between Sancho BBDo and DDB group, made the branding, while the temporary Union between JWT, RepGrey and MEC, made the advertisement campaign. 

2. The budget was of 7000 millions pesos (round 1,75 millons of USD today). It included the logo creation, the brand system, the campaign design, the production of all material, the national and international commercials, the printing material, the the sport and foreign culture sponsorship (El Pais, 2012)

3. The logo design costed 700 millions of pesos (round 175.000 USD)

4. The objective of the logo is to identify the country with the alphabet code ISO CO assigned to the country on 1974. It’s similar to those that identify UK and United States (US) 

5. The estimated investment was 3,8 millions USD on 2013 and 5 millions on 2014, since the brand launching. Just to compare, brands like the one of Ecuador, invested just in the first year 16 millions USD. (El Portafolio, 2017)

The new identity received both critics and supporters since the beginning. Some of them argued the simplicity, the missing of the identity and the similarity with brands like Bahamas and Brazil as well.

However, the new brand is full of color, with creative geometry able to adapt the logo to different messages. This new brand has allowed Colombia to be recognized in the 5th position in the most valuable brand in Latin America list and the 23th position in the world’s list (Bloom Consulting Country Brand Ranking 2019- 2020). The value of the brand is 254.000 millions of USD in 2018 with the following numbers: 

1. During the first semester of 2019, the direct investment was of 7.272 millions USD con a 60% share of non-energy mining sectors (Mintic, 2018) and closed the 2019 with the highest number on the last 6 years, US$14.493 millions, +28,6% vs 2018.

2. More countries are investing with Switzerland, Mexico, Canada, Chile and Germany representing 6% of the total investment.

3. During 2019, Softbank group invested US 1.000 millions in Rappi. Other investments were made similar to the Softbank one, making new jobs, 77.600 in 54 cities in Colombia.

Creative Geometry:
A system transformed according to what we want to communicate.
Logo is made by
geometric figures.
Creative Geometry:
A system transformed according to what we want to communicate.
Logo is made by geometric figures.

There is no doubt that current logo is at the forefront of the digital environment. This is the main reason that branding is important not only for a brand but for a country, it allows the country to be identified through the logo. (country branding)

When we talk about taking advantage of the reputation of a country in international markets, we’re referring to current situation, country branding is a communication strategy not a way to change the real image abroad. This change requires a lot of years and a continuous tracings by the leaders of indicators such as investments, employment, etc. What a new logo can do is to reinforce the good moment of Colombia.

ECHEVERRI, LINA MARÍA. Observatorio de marca e imagen país PaísMarcaOBS. ¿Qué es Marca País? Recuperado de: