Up until a few years ago, flair operated exclusively as a charter air service, but they have been expanding their fleet and began offering scheduled service via the Edmonton air travel hub in 2017.
The new logo, a bold black on white design with a sharp typeface, is already in the process of being applied to the livery of flair’s current fleet of Boeing 737-800 air transports. A literal top-to-bottom refit of the flair airline style is already in the works. Flight attendant uniforms and boarding passes are receiving a similar overhaul in the near future.
The stark-yet-bold black on white color scheme gives a formal appearance, and with the large black dot adding an expressive symbol of simple, effective round-trip flight. The logo is no frills, wastes no space and displays an economy of design which is both stylish and representative of their corporate values: affordable flights across Canada with superior service and convenient scheduling.
Flying flair airlines is a black-tie experience, and they want you walking onto and off of every flight with that powerful impression in mind. They intend to be an airline apart, and their new look is all about setting a different tone from their competitors.
Per flair’s Executive Chairman Paul Tait, “For too long Canadians have had virtually no competitive choice between the cozy duopoly of full-service airlines.”
Chief Commercial Officer Charles McKee reiterates flair’s purpose behind their rebranding as well: “The bright modern design is reflective of the positive spirit we want travelers 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 [a] little humour along the way.”
The re-brand is intended to set the tone and direct the course of flair’s latest phase of growth. Their workforce has grown by nearly 20% since summer 2018, and they have settled into their four-story headquarters at Edmonton International Airport. During 2019, they plan to grow their fleet by an additional four Boeing 737-800s, add new international routes to the United States, and maintain their excellence in daily coast-to-coast flights.