FutureBrand Rebrands Air Malta

Air Malta has unveiled its new identity and livery designed by FutureBrand, which is set to roll out across all touchpoints.

New logo
New logo

In a complete overhaul, a new logo, typeface, colour palette, and imagery set have been designed for the airline.

After an auditing process which included the review of all icons, graphics and messaging for inbound and outbound passenger traffic, FutureBrand looked at how the airline could better target new and existing customers.

Aircraft livery
Aircraft livery

The idea of ‘Maltese Fusion’ was then developed, which FutureBrand global chairman Chris Nurko says ‘represents all the unique cultural, visual and sensorial influences of Malta, in collaboration with the dynamic and future focused positioning of the airline.’

With this in mind the consultancy created the strapline The Airline of The Maltese Islands.

Imagery set
Imagery set

‘Combined with the prominent use of the word Malta on the aircraft fuselage, the airline is now an overt flying advertisement and ambassador for the nation,’ says Nurko.

The new identity makes use of the Maltese cross as a device for radiating other colours or imagery, which FutureBrand says shows the diversity of the islands.

Fusion graphic
Fusion graphic

As well as the traditional red and white colours of Malta, a palette has been extended to include blue, yellow, white gold, orange and green to represent sun, sand and sea as well as carnivals, fireworks and Luzzu fishing boats.

Hide Comments (7)Show Comments (7)
  • Louise November 30, -0001 at 12:00 am

    As a person of maltese descent, I can’t lie. I’m disappointed.

    Not only is it evident that the designer has never visited Malta, it also shows a lack of research into, what is, a historically rich country.

    Using what looks like stock photography merely scratches the surface of understanding what this country is truly about.

  • brand guardian November 30, -0001 at 12:00 am

    I totally agree. The airline losses its established image( whom needed an evolution anyway) but this colorfull fesfival makes it looking like charter holidays goers carrier. Maybe the designers were not inspired…or just culturally ignorant as well airline’s decision makers branding confused. Come on guys you can reduce the richness of a nation such as Malta, with a bunch of primary colors!.. the Maltese Cross is red and not white.Would you consider to revert Union Jack of BA?… probably not. Hoping it did not cost an arm to Air Malta.

  • Ben Coleman November 30, -0001 at 12:00 am

    I do hope that FutureBrand has paid Dalton Maag to use Aller (which is free for less than 25 users). I’m sure they won’t need reminding about what happened when they rebranded UPS with an unlicensed modified version of FF Dax with bits of FF Meta (Google it). As a funny coincidence the previous Air Malta logo was in FF Dax.

  • redwhite November 30, -0001 at 12:00 am
  • brand guardian November 30, -0001 at 12:00 am

    :-$ …Thank you…two arms then.
    Q: why those tiny airlines still think that in bleading their budget in buying service of the big names they will got the greatest results?…

  • Lauren November 30, -0001 at 12:00 am

    hi there you’d really enjoy my site


  • Liz Gatt November 30, -0001 at 12:00 am

    I think it cheapens the look and feel of the airline. I also prefer having Airmalta on the side of the plane rather than just Malta is a fun childish soft typeface. It fits in with Ryanair and Easyjet now. Wonder if that was the intention!?

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