Winkreative came on board to help Air Canada realise its ambition to become one of the world’s top 10 airlines. Our new livery celebrates the country’s diverse culture and landscapes while paying homage to the airline’s rich heritage. The livery redesign led to a new in-flight magazine, commercial photo shoots and the transformation of the brand’s wider visual and verbal identity, helping Air Canada reaffirm its position in the aviation industry and reinforce a sense of Canadian pride.
The return of the rondelle
The maple leaf rondelle has always been a core element of the Air Canada brand, so our new design looked to display it even more proudly. Inspired by the dark bodies of Canada’s great lakes as seen from the air, the deep black behind the red rondelle leaf strikes a powerful contrast.
Returning to their routes
We created the in-flight magazine NAVI to give Air Canada passengers an inside look at the people and operations that keep the company flying high. Each issue includes insights on the airline’s ever-evolving service and detailed route maps – the airline’s first printed map for 20 years.
A grand entrance
The new livery was revealed at simultaneous launch events in Toronto, Vancouver and Montréal. To give insight into Air Canada’s brand development, we produced a launch film and broadsheet publication, which covered the progression of its livery from 1937 to today.
‘Air Canada’s new livery signals a pivotal inflection point in our 80-year history’
Benjamin Smith, former President, Airlines and Chief Operating Officer
When setting out a new art direction style for Air Canada, our aim was to create a natural, warm and spontaneous feel, capturing people in relaxed moments throughout their journey.