A “Pacific wave” which sweeps across the fuselage of its jets is central to Air New Zealand’s new identity, designed by Davies Baron in London.
Appointed last year after an international four-way credentials pitch, Davies Baron has tackled both the exterior and interior of Air New Zealand’s planes.
The airline’s general manager of international sales and marketing Tony Marks says: “We wanted to project Air New Zealand’s character as a Pacific-based, world-class carrier. [Davies Baron] quickly grasped the concept and developed it into a complete branding package for our entire group.”
The wave symbolises a wave of changes across the company to improve customer service, says an airline spokesman. The livery also sees new colours, a new treatment for the logotype and a revision of the “Koru” symbol on the tail fin.
Specific colour schemes, chosen to represent the lifestyle and landscape of New Zealand, are assigned to all three passenger classes. The identity programme includes cutlery and crockery.
The consultancy also worked with the airline’s local video consultancy Communicado to revise the in-flight video.
New Zealand group Dave Clark Design is now taking over from Davies Baron for the day-to-day implementation of the system.