S7 Airlines's Slogans & Taglines

S7 Airlines (legally PJSC Siberia Airlines) is a Russian airline headquartered in Ob, Novosibirsk Oblast. Its origins trace back to 1957 as the Tolmachevo united squadron of the Soviet Union’s General Directorate of Civil Aviation. Following the dissolution of the Soviet Union, the airline was restructured as state-run Siberia Airlines in 1992 and privatised in 1994. In 2005, the company underwent a comprehensive rebranding by Landor Associates, adopting the S7 Airlines name based on its IATA two-letter code and introducing its distinctive bright green livery. The airline rapidly expanded through acquisitions including Vnukovo Airlines, Baikal Airlines and Chelyabinsk Airlines, and in 2010 became a full member of the Oneworld alliance. Today, S7 is Russia’s largest private airline, operating from hubs at Moscow Domodedovo and Novosibirsk Tolmachevo with a modern fleet of Airbus and Boeing aircraft.

Core offerings include scheduled domestic and international passenger services, cargo operations through S7 Cargo, and the S7 Priority loyalty programme. The airline serves over 150 destinations across Russia, the CIS, Europe, Asia and the Middle East. Brand messaging evolved from the 2005 rebranding slogan Свобода выбирать (Freedom to Choose) to the service-oriented motto Sincerely Yours, reflecting its commitment to passenger-centric service and operational flexibility.