andaman From , joined Dec 1969, posts, RR: Reply 1, posted (2 years 8 months 4 days 18 hours ago) and read 19519 times:
Yes they are rebranding, but very little news has leaked out. I have heard the logo, livery, uniforms etc will change, more or less. I heard a rumor their 8th A333 coming in the end of the year would be the first a/c with the new look.
Anyway we'll hardly see any radical changes, the blue color will stay in one form or another
traveler_7 From Estonia, joined May 2000, 540 posts, RR: 0 Reply 3, posted (2 years 8 months 4 days 11 hours ago) and read 18362 times:
What's wrong with their present brand and logo? Their famous white "F" on a blue tail works fine. At least on my opinion.
Why to spend money on rebranding when present brand works fine?
IBOAviator From Canada, joined Sep 2010, 120 posts, RR: 0 Reply 4, posted (2 years 8 months 4 days 11 hours ago) and read 18268 times:
Quoting traveler_7 (Reply 3): Why to spend money on rebranding when present brand works fine?
In some cases, the old is better yes-- but in other cases, people see something new and there is cause to think that something's changed and so the mentality of let's try it out and see if it's better set's in. For airlines, improved or refreshed logos make the public see the airline as undergoing improvement or change in the positive direction so that mentality of seeing what's changed and the curiosity set's in. The bottom line is that more people will try out this newly improved product and that equals more revenue for the airline.
But I can't argue that it's gonna be interesting to see their
Quoting Twitter: new corporate logo, cabin interior design, product upgrade
MQTmxguy From United States of America, joined Nov 2007, 196 posts, RR: 0 Reply 7, posted (2 years 8 months 4 days 7 hours ago) and read 16348 times:
I personally have always found Finnair's current livery to be very modern and classy, I think their E-jets are some of the sharpest looking out there. Hope they don't screw it up.
Well at least we can all take comfort in the fact that NW will never retire their DC-9s
To find out "what's wrong" with the current identity you would need to have the qualitative and quantitative research done with their most important clients as well the fliers they are seeking so they can grow. There is plenty of data done by ALL the airlines on their respective identities and their competition. Even data (vast in-market data) that prove how important an airlines identity is. There is much more proof on how important "packaging" of an airline can be if the airline gets it wrong vs right (BA world tails) for example. I personally like Finnair's identity. Perhaps the data says we are wrong- or the data says consumers like it but in it's market it looks TOO cold and TOO cold as many people think (every country has it's cliches- perhaps senior management wishes to have a more universal look?) although, it's often too many times the case where the CEO justs wants to make his mark and he can find a way to spin the research in his/her direction! I do this for a living and it's true if it's an airline or vodka or telecom company!
The world is missing love, let's use our flights to spread it!
nclmedic From United Kingdom, joined Oct 2009, 325 posts, RR: 0 Reply 9, posted (2 years 8 months 4 days 4 hours ago) and read 13727 times:
Can anyone hazard a guess at how much the total rebrand is going to cost? Presumably you've got to repaint every aircraft in reasonable time (apart from those being retired), change all the uniforms (or at least components of it), then all of the copy rebranding (airports, printed material, website) and then some sort of advertising campaign as well.
I agree that the logo and brand are fine, and pretty strong. Recent advertising was powerful and their image seems to be on the up. Possibly spending money on a better hard product, upgraded inflight services etc would have been more powerful. Some rebrands have been less than encouraging (MON's new logo is vile, but agree they needed to update, 9W possibly could have pushed it a bit further....)
AF's clearly didn't change much because that branding is as old as the company, and I'm wondering whether AY will be doing something similar....
andaman From , joined Dec 1969, posts, RR: Reply 10, posted (2 years 8 months 4 days 3 hours ago) and read 13175 times:
Quoting nclmedic (Reply 9): AF's clearly didn't change much because that branding is as old as the company, and I'm wondering whether AY will be doing something similar....
I expect something similar than AF did. Finnair's "F" is from 1960s originally and has just been modernized few times.
Jana From Antigua and Barbuda, joined Sep 2009, 110 posts, RR: 0 Reply 11, posted (2 years 8 months 4 days 2 hours ago) and read 12708 times:
Since that Finnair dropped its Finnish flag off the tail, the Finnish never got used to the current branding. They find the F-logo more a fork rather than that it is representing Finland. I'm really looking forward what Finnair is creating at this moment.
Giancavia From Vatican City, joined Feb 2010, 1249 posts, RR: 0 Reply 12, posted (2 years 8 months 3 days 13 hours ago) and read 9598 times:
Quoting Jana (Reply 11): Since that Finnair dropped its Finnish flag off the tail, the Finnish never got used to the current branding. They find the F-logo more a fork rather than that it is representing Finland
. I'm really looking forward what Finnair is creating at this moment.
Maybe they can incorporate the Finnish flag down the fuselage in some artistic way. BMI and the way they did their planes springs to mind. I dont mind the logo i just hate the white crap. Maybe they can give the planes an icey blue belly or blah blah .. so many ideas other then white.
VC10er From United States of America, joined Feb 2007, 2426 posts, RR: 9 Reply 13, posted (2 years 8 months 2 days 22 hours ago) and read 9142 times:
Identity changes are very expensive, but when done right the return in investment is a 1000x or even almost priceless. Could you give FedEx a Billion dollars to change their logo- no way. If Singapore has scheduled flight to a city on the moon, I bet that swan will be on the livery of that space craft.
Spending $200,000,000 + on Delta had to be done. But AF spending all that money for that tweek was just crazy. But when Cathy Pacific made their BIG change WOW that was worth it.
AND TAM'S CHANCE IS NOW!!!! It would cost less too as it's not established globally yet and have 200,000 check in counters to re- do
Finnair does not look like a fork. If you want to "F"-up research, just call out stuff that could be positive or negatiive and use them as negatives ....use those virbatims like some jerk in Geneva (nothing against Geneve-I like Geneva) says it looks like a giant bottle of isopropyl alcohol all blue and white therefore sterile, cold and the kiss of death.......generic.
I like Finnair's identity: strong, heritage/legacy airline and looks safe and trustworthy. Contmporary wihout trying too hard to be futuristic! Is her last PAX MD11 gone now??
The world is missing love, let's use our flights to spread it!
andaman From , joined Dec 1969, posts, RR: Reply 15, posted (2 years 8 months 2 days 21 hours ago) and read 9031 times:
Quoting Jana (Reply 11): Since that Finnair dropped its Finnish flag off the tail, the Finnish never got used to the current branding.
Not really.. I remember some people missing the flag logo in the beginning, but it turned to be a successful change. The logo still look modern, I hope they don't spoil it. Curious to see if their next A333 has something new to show, I dont expect anything radical changes though.
Quoting VC10er (Reply 13): Is her last PAX MD11 gone now??
PM From India, joined Feb 2005, 6715 posts, RR: 65 Reply 19, posted (2 years 8 months 2 days 19 hours ago) and read 8883 times:
I seem to be in a minority here but I find the Finnair identity hopeless. The font is uninspired and the F on the tail (port side) looks, well, amateurish. The kind of logo you get when you don't get a professional to do it. And the backwards F on the starboard side is just embarrassing.
I know that others feel differently and that's fine but I, for one, would be delighted with a radical overhaul.
okay From Finland, joined Dec 2006, 549 posts, RR: 0 Reply 21, posted (2 years 8 months 2 days 15 hours ago) and read 8632 times:
I do not think we will see major changes in the logo. I'm sure The 1968-logo that was retouched in the 2000-make-over will stay one way or the other.
I, for one, like the F. It represents the company well, it is the first letter of the company as well as the first letter of the name of Finland in English. Before the make-over in 2000, the logo used to be more defined, and also used to look a lot more like an aeroplane, which was also the original idea. Of course, one can argue that we lost a little bit of this cleverness of the logo in 2000 when the "fuselage" part of the logo was dropped. Also, I remember people critisising the location of the F on the circle. It was said that when the old logo went across the whole "World", signaling that Finnair would be present globally. Even if this was not the case, it was considered bad, that in the new logo the F-letter was positioned to the South-East "corner", giving the impression Finnair would be operating in Australia. These are just a few memories I have about the discussion during the time the stylished logo was introduced.
I would personally change the font of the name. I do not think it is correct to mix capital letters and small letters, as it is done in the present name (FInnAIR). I know it is supposed to be artistic, but I do not like it personally!
Owleye From Netherlands, joined Feb 2006, 908 posts, RR: 2 Reply 22, posted (2 years 8 months 2 days 12 hours ago) and read 8377 times:
Quoting hotplane (Thread starter): Why to spend money on rebranding when present brand works fine?
When they are really busy with changing the logo design and others than it might be the case that the present brand design doesn't work well anymore or that Finnair just to want give the airline a new elan. Changing a logo and other brand assets is indeed an costly brand system wide operation.
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