Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.


Air Canada Rouge

Noted Dec. 20, 2012 by Armin

Industry / Aviation Tags /

Air Canada Rouge Logo, New

About: (Est. 2012) Rouge is “Air Canada’s new leisure airline with stylishly affordable service to holiday spots in Europe and the Caribbean. Benefit from Air Canada’s extensive network for smooth connections to flights departing daily from Toronto and Montreal. Service begins July 1, 2013. It’s time to go more. “

Design by: N/A.

Ed.’s Notes: Wow. That is bad. I would excuse how bad it was if at least they would have actually taken the time to hand-letter it instead of just using a font — or if they did hand-letter it (because I really have no idea what font that is, I’m just assuming) then they should have made different letterforms for the repeating characters in “Rouge” and “go more”. Terrible. Livery and logo-on-balloons images below (or after the jump).

Relevant links: Meet Air Canada Rouge.

Select quote: “Air Canada rouge embodies the best of Air Canada including reliability, trustworthiness, top safety standards and a name and iconic brand that represents ‘Canada. The name was tested in major Canadian cities. Canadians said the name and colors spoke to the color Canada is known for: red, a color they link to warmth, fun and excitement. Air Canada rouge also represents Canada’s two official languages.”

Air Canada Rouge Logo

Air Canada Rouge Logo

Image source. Note to self: “If you make a crappy logo, put it on balloons and take a photo; it will at least look damn festive.”



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UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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