WestJet, Canada’s 2nd largest airline, has recently unveiled its new logo. As a leader in the North American airline industry, this is actually the second re-branding WestJet has undergone in the last couple of years. Its first was in 2016 when WestJet celebrated its 20th anniversary by redesigning its logo, replacing its original icon with a Canadian-themed maple leaf.
This time around, WestJet has left the maple leaf icon intact but updated its wordmark. The new wordmark is taller but more compact, stretching itself over a much larger area of the airplanes. The color has changed as well, now using a single-color motif as opposed to the dual-color wording of the previous logo. The font has been changed to Bliss, which WestJet CEO Ed Sims says, “gives the airline a more uniform and current style while retaining the Maple Leaf symbol in a more contemporary and bold look”. In keeping with the older wordmark, the “J”, has kept its trademark below-the-line swoop, suggesting, the sleek lines and speed one might expect from a state-of-the-art aircraft while creating an important connection with the older WestJet logo.
The new logo was created by Ove, one of Canada’s premier branding companies. Founded over three decades ago, Ove has worked with some of the world’s top brands including, The Home Depot, Purolator and BMO Financial Group. Ove works with these companies to create both internal and external messaging strategies, positioning them to focus their image and push their brands into new and exciting opportunities.
WestJet Airlines, a low-cost Canadian airline that was started in 1996 has transformed into Canada’s second-largest airline, and North America’s eighth-largest airline in North America, by passenger volume. Today, WestJet provides service to over 100 destinations all over the world, including Canada, The United States, Europe, Central America and The Caribbean.
On average, WestJet operates more than 400 flights each day, carrying over 45,000 passengers to one or more of its destinations. It does so while maintaining Canada’s own unique brand of hospitality and friendliness. With this new redesign, WestJet is now poised to carry its name to new destinations all over the world.