Designers in a flap over denim

What do aviators and identity consultants have in common? They can both produce airline logos, in the experience of budget carrier EasyJet and new Dutch outfit Denim Air.

EasyJet’s logo was launched last November, knocked up by its chairman, 28-year-old Stelios Haji-Ioannou. Holland’s bejeaned airline, launched last week, sports a logo reminiscent of a million back pockets. “One of the pilots who is very handy on computers” is the creator of the indigo blue marque, a spokeswoman can reveal.

The airline is aiming at an informal atmosphere with the textile theme continuing on board. Cabin crew patrol the aisles in jeans and leather jackets looking like extras from The Wild One on flights between London and Eindhoven.

But the plane’s interior is more conventional: “Due to regulations, the seating will not be denim,” we are informed. But that, says the airline, is immaterial.

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