Debonair identity finally takes off

Debonair, one of the UK’s newest airlines, has finally launched with a corporate identity programme designed two years ago by Foster, Stevens, Secunda.

The consultancy was bought out this February by Lawlor Property Marketing and is now called Lawlor Foster Marketing. Both companies are operating independently and Debonair’s corporate identity is being implemented by Lawlor Foster Marketing.

The airline announced its intention to set up in January 1994 and was due to launch from Gatwick airport that October. But “logistics and a decision that Luton offered better services and flight paths for customers” meant a delay in the actual launch until yesterday, says Lawlor Foster director Alan Lawlor.

“We’ve designed a corporate identity programme which is clean and upmarket to reflect the philosophy of the organisation,” says Foster. The identity has been implemented on to liveries for the seven-strong aircraft fleet, literature, signs and interiors. The consultancy has also created advertising for the airline.

The brief was won after the then Foster, Stevens, Secunda contacted the client with proposals. Only an initial payment was received after the consultancy was appointed at the end of 1993. A full payment has now been made, adds Foster.