Tuesday, October 11, 2011

New logo: Air Seychelles

In September, it was reported that Air Seychelles, the national airline of the Seychelles, is introducing a new logo and livery.

Air Seychelles' fairy tern symbol dates back to the 1980s, and this refresh is the most profound change to the symbol since its introduction. The airline last updated its logo around 2007, when the logo-type was altered.

The new identity is inspired by the nature of the Seychelles and the shape should remind one of hills and leaves. Instead of two distinct green and red shades, the logo now features many bright tones to provide depth. The fairy terns have have been softened, providing a "streamlined" effect. The word "air" is a lighter shade of blue, while "seychelles" is darker, symbolizing sky and ocean, respectively.

A press image of the new livery can be found on Airliners.net.

A press release talking about a "soft launch" was sent out around September 19. The new logo is yet to launch on the company website, which has had the press release about the rebrand removed. It is republished here for posterity.

Air Seychelles presents its new livery and logo to its staff members

Monday 19 September 2011

September 16th, 2011 – Air Seychelles today made a soft launch and presentation of its new livery and logo at a general staff meeting held at the Anse Royale campus of the Seychelles University.

Also present at the presentation was the Minister responsible for Transport, Mr Joel Morgan , the airline’s new board of directors Executive Chairman , Maurice Loustau-Lalanne and the newly-appointed CEO, Bram Steller and the Deputy CEO Garry Albert.

The airline’s Executive Chairman, Maurice Loustau Lalanne has said : “ The airline’s new livery and logo which will also be launched at the Top Resa tourism fair in Paris next week is based on the nature and the magnificent ecosystem that Seychelles boasts and is the muse behind the creation of the logo which is a fluid organic shape, like that of a leaf, has been adopted to signal our support for a greener Seychelles, and a greener Earth.

The rebranding project was spearheaded by the airline’s Organisational Development Department headed by Ms Hazel Ho Peng who explained that the red and green colours have been used in different tones to add dimension and depth, and for a more leafy effect- the focus still being on nature.

Ms Ho Peng explained that the more modern, fresh, and expressive image is still reigned over by the trademark pair of Fairy Terns, that has been the Air Seychelles icon for many years. The pair of Fairy Terns, softened into an abstracted and flowing silhouette, is the primary visual symbol of Air Seychelles. Fairy Terns pair for life, and is a compelling manifestation of not only beauty, elegance, nature and flight, but of loyalty, unity and freedom.

“ The word “air” is a lighter blue to signify the sky, while “Seychelles” is a darker blue, to signify the ocean. The colours used are commonly associated with The Seychelles- blue, green, red and white. The striking colours with the abstracted images of the birds and leaves are aimed at evoking the Seychelles’ Creole spirit, which brings us to our tagline, “Flying the Creole Spirit”,” Ms Ho Peng said.

Describing the tagline – Flying the Creole Spirit – she said that this has been kept from our previous corporate brand identity, with the intent of taking better advantage of our unique differentiation, what sets us apart from other airlines—the quintessence of the Seychelles’ “Creole Spirit”.

Flying the Creole Spirit carries a lot of meanings, but it all comes down to our unique culture, our multi-ethnicity, our welcoming and friendly people, our joie de vivre and passion, our simple and authentic island life, and the breathtaking ecology that is the Seychelles.

Defining the Creole Spirit, Ms Ho Peng said that we have come up with this concise definition that captures some of this:

“ The Creole Spirit is the ‘experience of Seychelles in a nutshell’ and It embodies a distinct approach to, and celebration of, life that is unique to the Seychelles Islands. Evoking the sights, sounds and fragrances of Seychelles, it captures the spontaneous joie-de-vivre, passion and natural warmth of the Seychellois people and echoes an authentic and exotic island life rooted in a multi-ethnic unity and family values. It is a timeless way of living, in harmony with nature”.

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