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New Logo, Identity, and Livery for Wingo by SmartBrands

New

Noted Oct. 24, 2016 by Armin

Industry / Aviation Tags /

About

(Est. 2016) “Wingo is the new way to fly low operating rates to 16 destinations in 10 countries in Latin America and the Caribbean. Wingo offer the option to fly well at low prices. With a wide network of national and international routes, we took our travelers to discover the best destinations on this side of the world. Our passengers can customize their travel experience tailored to their tastes, needs and budget because they know choose. Topping Catherine Breton, Wingo seeks to become a favorite for travelers who appreciate fresh, close and good price that makes them feel good experience.” Wingo is operated by Copa Holdings, S.A., the parent company of Copa Airlines.

Design by

SmartBrands (Bogotá, Colombia)

Related links

SmartBrands project page

Relevant quote
We design the name "Wingo" inspired by the phrase " traveling with wings " (wing + wing = go = go). "Wingo" is a short, sonorous and memorable word that captures the young and dynamic brand personality. The logo has the charm of simplicity, achieved by intervening the letter "w" with a peak that becomes a bird with its wings as a symbol of the passion for flying and freedom. The violet color permeates brand uniqueness, emotion and modernity.

SmartBrands project page (Google-translated)

Images (opinion after)
New Logo, Identity, and Livery for Wingo by SmartBrands
Logo.
New Logo, Identity, and Livery for Wingo by SmartBrands
Icon detail.
New Logo, Identity, and Livery for Wingo by SmartBrands
Livery.
New Logo, Identity, and Livery for Wingo by SmartBrands
New Logo, Identity, and Livery for Wingo by SmartBrands
New Logo, Identity, and Livery for Wingo by SmartBrands
Signs, posters, and banners.
New Logo, Identity, and Livery for Wingo by SmartBrands
Mobile app.
Opinion

If there is something positive to say about this is that it achieves a low-cost look in an effortless manner. While that sounds like sarcasm there is something beneficial about establishing expectations, which this does, which is basically cheap flights. The logo could be complimented for its effort to turn the "w" into a bird as it almost succeeds but the eagle-ish shape comes across as shy and barely registers. The rest of the letters in the wordmark are far too quirky for their own good with too many nips and tucks. The "o" is pretty great, though! The livery is standard and lacks ambition. The identity then turns to some kind of knock-off of House Industries' Chalet or a weird hybrid of a couple of its styles that gives the airline an unnecessary 1970s boogie nights vibe. The color palette is probably the one good thing about the identity and its copywriting is somewhat clever; mainly the tagline "La vida vuela, vuela ahora" that loosely translates to "Life flies by, fly now". Overall, not the most exciting launch for a new airline that for a 2016 design it already feels 10 – 15 years old.

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