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Corporate rebranding: Aeroflot to
drop logo as it rebuilds its image.

MOSCOW, Jan. 22, 2003. Talk about losing baggage. Bloomberg News reported that Aeroflot Russian Airlines isbracing for a major identity shift as it announces plans to ground its Soviet-era winged hammer and sickle logo. There apparently isn't room for any nostalgic socialist imagery in a marketing scenario that involves attracting higher-paying business travelers. Aeroflot earned the hammer and sickle because it used to be the only Russian airline. According to the local Communist Party office in Mill Valley, the sickle represented the peasants and the hammer the workers, uniting to throw off their chains and build a socialist paradise.