Many people in the UK are familiar with FinnAir, the leading airline in Finland and a popular carrier throughout Europe. This company now has a new logo design and livery to promote a more streamlined, fluid brand.
The old logo design featured the name of the company written in rounded blue lettering. The blue was both calming and relevant due its resemblance to the blue seen in the sky during good weather. The letters were prominent and serious due to the use of all capital letters, but they were rounded for a friendly feeling. The use of italics promotes a feeling of movement that is appropriate for any type of transportation logo.
The new logo design retains these elements and builds upon them. First, the blue has been made a little darker, which is more corporate although less reminiscent of calm weather. Set against the clean white of either the company airplanes or stationary, the look is crisp and professional. Second, the italics and capitals have been kept, but the new font has more pointed edges and less rounded elements. This gives an even more fluid look and a modern abstract sensibility. The result is a smooth logo design that is similar to its predecessor but a little more stylish and Scandinavian.
The livery has the new logo design, but it keeps the well-recognized F on the tail of the airplanes. This is important because the F is drawn to roughly parallel the proportions of a plane, creating a smooth overall look while driving home the company’s line of business. The image has been slightly changed to use elements of the new FinnAir font, but it is recognizable to long-time customers of the airline.
FinnAir has good reason to retain much of its former visual brand and identity. With almost ninety years in existence, the company currently transports more than seven million customers per year throughout Finland and Europe. Nonetheless, every brand and logo design needs an occasional refresher to stay in touch with customer preferences and current styles.
This logo design has been criticized, especially the pointy edges on the lettering that some people find unfriendly and overly angular. However, these elements add an ‘engineered’ feeling that is complimentary to an airline brand along with a very contemporary Nordic charm that many will find attractive. The similarity to the former logo design will ensure that the company doesn’t lose the attention of its existing customers.
Part of the reason for this new brand and logo design is the company’s attempt to expand more into international markets. Rebranding is almost always a part of large expansions, because one’s logo design is an essential part of a brand’s appeal. Whether this brand appeals more to markets in the UK and the continent remains to be seen, but we think this is a positive overall change for the company. If your company is planning an expansion or any other move that involves a change in customer base, consult a logo designer to see if your logo and brand can go the distance.