Low-cost British airline Monarch has unveiled its first major identity redesign in its 24-year history, created by CommuniquÃ© for a £100 000 fee.
The consultancy has replaced the gold and black striped livery with indigo and yellow ‘flowing curves’ on the planes. The crown-style logo remains, but has been adjusted to give it contemporary appeal, says CommuniquÃ© managing director Tim Petherbridge.
The rebrand was driven by research that revealed passengers were confused by Monarch’s scheduled flight package, previously called Crown Service.
The survey showed that people no longer associated the word ‘crown’ with premium values and thought it was an upgrade from a standard service, Petherbridge adds. The service has been renamed Monarch Scheduled.
The identity will be applied to staff uniforms, livery, airport signs including check-in areas, stationery, vehicles, tickets and Monarch’s head office.
The livery is designed to be visible from the ground. Planes will feature a yellow undercarriage and indigo band on their fuselages.
The group has also redesigned Monarch’s website, www.fly monarch.com, to reflect the new look and speed up on-line booking.
‘We entered the project thinking we would create a snappy new name for the airline, but soon realised Monarch had a lot of heritage,’ says Petherbridge.
CommuniquÃ© was originally appointed to create Monarch’s first website around two years ago, says Petheridge.
The first flight incorporating the livery takes off on Friday, from Manchester to Tenerife. The next phase of the project will be to address the in-flight experience, with a view to distinguishing charter from scheduled flights more effectively, he adds.