CANADIAN AIRLINES GETS A NEW LOOK, NEW CAMPAIGN
By Adnews Staff
Calgary-based Canadian Airlines International has given itself a facelift. The new logo for the airline is a bright blue Canada goose, stretched from the aircraft tail onto almost one-third of the fuselage. Canadian's new colors are red and blue. The pale gray has been replaced by white to enhance the blue and red. The corporate identity includes a change to the company's wordmark. All the lettering is in red, with a motion mark replacing the third 'a' in Canadian. The cabin interiors have also been changed, using a softer color palette and featuring the Canada goose icon. The seats have been reupholstered and there are new carpets, seat belts, arm covers, side panels, blankets and pillows. Business-class amenity kits are also available. The new look will also be seen on Canadian domestic partner airlines, corporate business papers, letterhead, comment cards, the inflight magazine, travel brochures, timetables, menus, safety card covers, postcards, special handling tags, crew badges and name tags, as well as their uniforms, and in Canadian Airlines vehicles, lounges, city ticket offices and hangar signs. The new look was created by Landor Associates of Toronto. The new look will be promoted using TV, outdoor, newspaper and magazine ads, as well as direct marketing handled by Gee, Jeffery & Partners of Toronto.