The NY Times, which doesn’t want you to link to them, reports that Aeroflot has hired a London branding consultant, Identica, to help it re-brand.  The airline labors under the perception that it is the worst airline in the world, a belief perhaps caused by the number of crashes it has (36 in 1991 alone, killing 252 people).  The airline is considering removing the hammer and sickle from its logo.