Dennis Fairey provides identity for new airline

The new South African airline AVIA is spending ú250 000 on a corporate identity by Dennis Fairey & Associates.

The airline is being launched in the wake of South Africa’s democratisation, and aims to challenge British Airways and South African Airways on direct flights from London to Johannesburg. AVIA’s first flight will be on 9 May.

The Hertfordshire consultancy, which is currently designing an identity for Kenya Airways, was first approached by AVIA three months ago.

“This is a very short time in which to create an airline identity. We have to design plane livery, ticket wallets, signs and corporate livery by May,” says consultancy chairman Dennis Fairey. The ú250 000 excludes the publishing contract for the airline’s inflight magazine, but Fairey will also design this. “We want to convey the new freedom of international trade in South Africa, and its mass of vibrant colour in animal and bird life,” explains Fairey. The group previously designed the inflight magazine for Excalibur Airways (DW 3 April 1992).