(Est. 2005) “For over a decade flair operated as a charter carrier before transitioning to scheduled service in 2017. To consistently offer affordable air travel to Canadians - with a fleet that now includes Boeing 737-800 - flair is focused on key airports, with its main transfer hub in Edmonton and a network that supports seasonal demand. flair services seven coast-to-coast Canadian gateways, and six US cities. flair operates over 200 flights per week.”
Effective today, flair’s, quite literally, top to bottom redesign includes a new website and URL, flyflair.com, a new logo that will define its brand, bold colour that will harness visitors’ attention, new crew uniforms and of course an eye catching new aircraft livery (aka ‘paint job’).
Charles McKee, flair’s Chief Commercial Officer, commented “The bright modern design is reflective of the positive spirit we want travellers to experience and makes a solid statement that Flair is on a mission to make travel more accessible, more affordable and more desirable while allowing us to add little humour along the way.”
Images (opinion after)
The old logo was fine but also really bad, with its weird bird/plane/shark-fin icon and useless gradient. It looked like a fake airline for a National Lampoon’s Vacation movie. The new logo is bold, both literally and figuratively. It’s a drastic 180-degree change that adopts an extra bold wordmark, an all-lowercase approach — not just in the logo but also in writing, which, ugh — and introduces a giant dot as its defining element. I’m not sure why any of this is happening but I would be lying if I didn’t admit I am liking what I’m seeing, even though I’m not sure I want to. I do wish the stacking in the wordmark had aligned the “air” parts better… it was so close for the “a” to align with the “i” above it and the “i” with the “r” above it. Again, I’m not sure why the dot is there but it’s big and it’s black and I commend them for putting it there. The introduction of mint as the key color is quite nice too and looks great with the black and white combo. Livery is fun and bold too, especially the angled logo on the tail — it’s so unexpected. Overall, this is quite right for a low-cost carrier and looks like there is a promising identity behind it (or ahead of it, I guess).
Thanks to Gabriel Parent-Nadon for the tip.