FastJet is a new airline that provides low cost flights across Africa, due to commence flights from Dar es Salaam, Tanzania, later this month. Its activities are based on an existing airline called Fly540, a brand that is expected to be replaced by FastJet over time. Yesterday, November 5, FastJet launched its first proper corporate identity programme, created by London-based SomeOne, who also developed advertising in cooperation with AccessLeoBurnett in Nairobi.
Most noticeably, the airline has been given a mascot and spokesperson in the form of an African Grey Parrot. He is present wherever possible, from the tailfin on the plane livery to boarding passes, as well as bags of nuts. Naturally, grey is one of the primary colours, in addition to yellow and orange.
|Previous placeholder logo.|
"The African Grey is renowned for its intelligence and is therefore a perfect personification of fastjet’s motto; smart travel. We are delighted to be unveiling this new branding today, which better reflects our individual corporate identity and speaks to our key audiences.
We hope that our friendly new mascot and logo will soon become universally recognised as symbols of reliability, efficiency and safety." - chief executive Ed Winter
"An airline is one the best opportunities to deploy our BrandWorld thinking — the team at FastJet immediately saw the potential in launching with a wider reaching range of Brand assets from day one.
Colours, Logo’s, Patterns, Typefaces, Systems, Sounds, Films, Animations, Music and of course the new spokes creature — the African Grey — all these create a smart, cohesive brand launch with a strong story at it’s heart.
FastJet is the new smart way for Africa to travel. The organisation has launched with an equally smart way to communicate with it’s customers, staff and public at large." - SomeOne executive creative director Simon Manchipp