Sterling Airlines, a European low-fare carrier based in Copenhagen, Denmark was formed in 2005 with the merger of Sterling European Airlines A/S (SEA) and Maersk Air A/S and it recently updated its identity — I’m not sure if the old identity was only three years old or if it was carried over from SEA, an airline that has been in business since 1962 and I assume had more brand equity than Maersk Air. (As a side note, do check out a barf bag with an old SEA logo). The old identity was not particularly good: With its Valentine’s Day theme and mini airplane blowing smokehearts out of its behind, feels too cute for its own good. But the new one is plain (get it? plain = plane?) disastrous: It uses the tail of an airplane as part of its logo, something that seems awfully redundant; the shiny “S” appears to have some odd dimension that makes it look like a double wedge; and, by itself, the “S” is rather unpleasant looking. Unfortunately, there aren’t too many saving graces to this logo, other than, perhaps, it’s ultra confident new slogan, “We would fly with us”, which I do like. Below you can see old and new versions of the livery… including the even more unfortunate execution of the backwards-slanted “S” to fit the other side of the tail. !teewS.
Thanks to James Campbell for the tip.