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.
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.
‘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.
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.