Aeroflot is caught in a conundrum. Even though the airline is one of the youngest in Europe with an excellent fleet of planes and an admired business class, it still suffers from a negative image because of its Soviet era image. Back in those days, the airline had stiff attendants, dull food, and jets that did not inspire much confidence amongst the passengers. In 2001 Aeroflot had hired Identica, a branding and design consultancy based in London for an image revamp. Now it is about to embark upon a similar exercise that should help change perceptions that it’s no longer “Aeroflopâ€. Read more.