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Air Canada’s Retro Rebrand

 

Air Canada has introduced a black-and-white livery, reminiscent of that which its jets wore in the 1990s, as part of its latest rebranding exercise.

The carrier, which has also refreshed the uniforms and onboard menu, held three simultaneous events on February 9, in Toronto, Montréal and Vancouver, to unveil the new look to customers and employees.

International design firm Winkreative, headed by Canadian entrepreneur Tyler Brûlé, devised the new livery, which sees the airline’s iconic red maple leaf encircled ensign, or ‘rondelle’, return to the tail after a 24-year absence.

“Air Canada’s new livery signals a pivotal inflection point in our 80-year history,” Benjamin Smith, President, Passenger Airlines, told guests at the Toronto event.

“On the occasion of Canada’s 150th anniversary year, with our new livery, new uniforms for our employees, the award-winning international cabin standard introduced with the launch of our Boeing 787 aircraft, and enhanced onboard offerings, the future Air Canada represents the strength of our nation and the future-looking spirit of our airline.”

Canadian designer Christopher Bates created the uniforms, which will be rolled out across the airline’s workforce later this year. British-Columbia-based chef David Hawksworth and Quebec-based sommelier Véronique Rivest have worked together to develop the new menu.

This year, Air Canada and Air Canada Rouge will launch a raft of new international services comprising Toronto-Mumbai, Toronto-Berlin, Toronto- Reykjavík, Montréal-Shanghai, Montréal-Algiers, Montréal-Marseille, Montréal-Reykjavík, Vancouver-Taipei, Vancouver-Nagoya, Vancouver-Frankfurt, and Vancouver-London Gatwick.

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