Malaysia Airlines could change its name as part of a brand overhaul after a missile struck one of its planes as it was flying over Ukraine.
According to reports, the airline is likely to seek new investors as it looks to restructure the brand following two major tragedies within six months.
The Malaysian flag carrier has begun work on a strategic review, according to the Sunday Telegraph.
The airline is also calling for a single global body to monitor threats and decide where civilian aircraft are allowed to fly.
Writing in the newspaper, the airline’s commercial director Hugh Dunleavy said the airline would eventually “emerge stronger” following the disappearance of flight MH370 in March and the downing of flight MH17 less than two weeks ago.
Plans for the airline include renaming and rebranding, the newspaper said.
He said: “Our majority shareholder, the Malaysian government, has already started a process of assessing the future shape of our business, and that process will now be speeded up as a result of MH17.
“There are several options on the table but all involve creating an airline fit for purpose in what is a new era for us, and other airlines.”
Dunleavy said that the airline industry needed to work together to prevent incidents in the future..
“MH17 was in airspace approved by ICAO [the International Civil Aviation Organisation],” he said.
“Its flight plan was approved by the Ukrainian authorities, as well as Eurocontrol. Yet still it was brought down, it seems, by a missile.
“This tragedy has taught us that despite following the guidelines and advice set out by the governing bodies, the skies above certain territories are simply not safe.
“MH17 has shown us that airlines can no longer rely on existing industry bodies for this information.”