- Document
- GOV-04
- Revision
- 1.9
- Effective
- 27 September 2026
- Issued
Brand and Identity
Revision: 1.9 Effective: 27 September 2026
Name
The Airline's registered name is recorded in the Charter, GOV-00, under Registered Identification, and is not restated here. The name refers to Mount Elbrus, the highest peak of the Caucasus and the highest point of the Circassian homeland. The bond with Abkhazia is expressed through Khabze and Apsuara, named jointly as core values, and through the shared heritage drawn on for fleet and cabin naming.
Visual Identity
The palette evokes the Caucasus high country: a snow-to-rock gradient paired with a warm metallic accent.
| Name | Hex | Role |
|---|---|---|
| Snow | #F4F6F7 | Lead color, livery base and primary background |
| Glacier | #C7D3D8 | Lead color, secondary surfaces |
| Ridge | #45647A | Structural color, wordmark, tail, and secondary blocks |
| Slate | #1D262B | Contrast color, text and fine detail |
| Gold Leaf | #C8A24A | Accent, insignia, class dividers, ceremonial detail |
Snow and Glacier lead the identity, giving the Airline a light, airy visual character. The palette draws on homeland geography rather than either national flag.
Typography
Inej is the Airline's wordmark face. It sets the wordmark and nothing else.
Inej is unicase. Its lowercase positions carry alternate capital forms, so text set in it renders as capitals however it is written. It is issued in a single weight and carries Latin characters only. It is not used for headings, running text, tabular matter or Circassian text, in any medium.
Cormorant Garamond sets headings. Lato sets body copy, tabular matter and Circassian text. Both carry full Cyrillic including the palochka, and both are issued under the SIL Open Font License, which permits their embedding in the Airline's published documents and their use in any medium. Headings are set in the case in which they are written, and capitalization is not used as a hierarchy device.
The wordmark is issued as finished artwork. Its construction and proportions are fixed in that artwork and are not restated here.
Cultural Foundation
The brand draws on Adiga Xabze, the Circassian code of etiquette and customary law rooted in the Nart sagas. Xabze's code of chivalry rests on three pillars: respect for women and elders, blood-revenge, and hospitality.
Hospitality is the pillar the Airline is built on. Xabze grades it by degree and names fifteen kinds of guest, each owed a defined standard of treatment by the host. It ranks the guest who has travelled furthest above the guest who lives nearby, in recognition of the hardship borne to make the journey. The Airline carries people across a distance to a homeland, which places its passengers in the category the code holds highest.
The bond between host and guest is a binding institution in its own right. The host is not merely responsible for feeding and lodging his guest. He is the guest's protector and guide, and he is not released from that duty until the guest has been delivered safely into the care of the next host. The Airline holds itself to the same standard across a connection. Responsibility for a passenger does not end at the aircraft door, and it does not end at an intermediate point.
Service Language
The following sayings are the recorded foundation of the Airline's service language. They govern brand voice, published material, cabin communication, and the standard to which crew are trained.
| Circassian | Meaning |
|---|---|
| ХьэщӀэ гъунэгъу нэхърэ хьэщӀэ жыжьэ нэхъ лъапӀэщ | A guest from far away is dearer than a guest from nearby |
| Адыгэ и хьэщӀэ быдапӀэ исщ | The guest of the Circassian is safe as if protected by a fortress |
| ХьэщӀэр жэщищ исмэ, быным ящыщ мэхъуж | If the guest stays for three nights, he becomes part of the family |
| Адыгэм хьэщӀэ и щӀасэщ | A guest is the beloved of the Circassian |
| Бысымыр хьэщӀэм и ӀуэхутхьэбзащӀэщ | The host is his guest's servant |
| Адыгэм я нэхъ мыгъуэми шыгъурэ пӀастэрэ къыпхуещтэ | Even the most indigent of Circassians will prepare food for you |
| Ӏуэхум япэр фӀэхъусщ | Greeting precedes any other business; greeting precedes conversation |
The last of these is a service standard rather than a sentiment. A passenger is greeted before anything else is asked of them. Cabin crew greet every passenger at the aircraft door in Adyghe or Abkhaz, and take leave of every passenger at the door on arrival in the same way.
Cabin Classes
Every aircraft in the fleet is configured in two cabins. The forward cabin is ХьэщӀэщ, the Circassian guest-house: the dedicated place of hospitality in a homestead, the room in which the honored seat faces the door, and the room in which a household receives those it sets out to honor. It is the Airline's business class. The rear cabin is Economy Class and carries no further name.
Cabin codes for operational, distribution and configuration purposes remain C and Y, as recorded in Fleet and Operations, GOV-02, under Fleet.
The Circassian spelling of ХьэщӀэщ is authoritative. It has no Latin form. Every Circassian term the Airline uses is written in Adyghe alone, in its own script.
Fleet Naming
Aircraft are named individually after historic Circassian tribes, independent of aircraft type. The first aircraft, Ubykh, honors the Ubykh people, whose distinct identity and language did not survive the 1864 exile. Later aircraft draw on the remaining historic tribes, including Kabardian, Beslanay, Abzakh, Shapsugh, Temirgoi, and Bzhedugh.