(Est. 2018, expected launch December 2019) “Canada Jetlines is set to become Canada’s first true Ultra-Low Cost Carrier (ULCC) airline, with plans to operate flights across Canada and provide non-stop service from Canada to the United States, Mexico and the Caribbean. The Company plans to commence operations with the Airbus A320 fleet, the most widely used aircraft for ULCC carriers worldwide. Jetlines is led by a board and management team with extensive experience and expertise in low-cost airlines, start-ups and capital markets. The Company was granted an unprecedented exemption from the Government of Canada that will permit it to conduct domestic air services while having up to 49% foreign voting interests.”
Working with Cossette, the new identity system is authentic, accessible and deliberately distinct from the expensive goliath incumbents in Canada. The logo incorporates a face with a knowing smirk created from an upside-down plane. It includes an additional suite of expressive faces to capture every emotion of travel. The new system will cover every touchpoint of the brand experience from the livery to uniforms to signature luggage and humourous airsickness bags.
Images (opinion after)
The old logo — which I assume was meant as a placeholder from the beginning — was more or less fine. The multi-“J” monogram had a good upward momentum going and, although not my cup of tea, the italic wordmark fit well with it. The new logo (and the identity) amp up the rebellious, smart-ass personality with a smirking airplane face that I still can’t decide if it’s awesome or terrible. I like its cleverness in turning the airplane into a face but the resulting face is so weird… like, does it have a massive unibrow? Is it wearing a hat? I dunno. The wordmark is nice, with a subtle slant starting at the “j” and ending in the “l”, with some big bold spiky serifs all around. The identity then plays with the different faces of the icon and, again, I’m torn whether I love it or hate it… maybe I just appreciate it. The overall tone, with the condensed sans serif and black-and-deep-orange color palette is loud and in your face, as is the overall tone of their presentation on their website. Being an ultra low cost carrier airline, this all fits within the looser norms of this type of airline and serves as a clear way to contrast from the buttoned-up approach of their main competition, Air Canada and Westjet.
Thanks to Gabriel Parent-Nadon for the tip.