Landor on a high with second air identity

Leading charter airline Air 2000 has relaunched with a new “mould-breaking” identity by Landor – the consultancy’s second airline completion in a fortnight.

Landor managed to avoid the controversial free-pitch the client ran last autumn. “We were approached by Air 2000 and paid to present creative ideas,” says a Landor spokesman.

The ethnic tapestry-inspired marque, unveiled yesterday, “breaks the mould of traditional airline identities by focusing on the emotional and personal aspect of the holiday experience”, says the spokesman.

Parent company First Choice Group’s colours are used in the identity to show the connection between the two companies without confusing their qualities.

Landor has also redesigned uniforms and aircraft interiors.

“The use of the tapestry’s colours on both upper and lower wings takes advantage of a previously unexploited device for communicating,” says Richard Ford, Landor’s executive creative director in Europe.

Meanwhile, Landor in the US has repositioned Brazilian carrier Varig as a global airline. The traditional compass symbol has been retained, though updated “with deeper, more contrasting colours”, says the spokesman.