Logo Design Love

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Fiji Airways

Fijian airline Air Pacific is set to rebrand as Fiji Airways, with the new identity created by a local artist and based on traditional Masi artwork. The rebrand will see a revival of the Fiji Airways name, last used in 1951.

Fiji Airways plane
Photo via Fiji Airways

The airline worked with Fijian Masi artist Makereta Matmosi to develop the Masi symbol for the new identity.

Fiji Airways masi

Fiji Airways masi

Fiji Airways masi

Fiji Airways masi

Fiji Airways masi

Fiji Airways masi

Fiji Airways symbol inspiration

Makereta Makmosi

“The circle has four crosses in the corners that indicate interconnection, like Fiji Airways connects people to the island.”
— MAKERETA MAKMOSI

There’s a press release on the Fiji Airways media section.

Fiji Airways logo

Fiji Airways logo

The new livery and interiors will be unveiled on October 10th, Fiji Day.

It’s the handcrafting that makes it for me. Additionally, it’s not a bird in a circle.

First seen on Design Week. Via @BlairThomson.

Logo Design Love: A Guide to Creating Iconic Brand Identities, second edition

20 appreciated comments

  1. Richard

    The local connection to the design is great. Can anyone tell which font is being used (or has it been created especially for the new identity?).

  2. Modified Gotham. Oh joy.

  3. Definitely not Gotham. The ‘S’ is shaped to have horizontal finals, unlike Gotham, and the eye of the ‘R’ is too square to be Gotham as well.

    I really like this. it’s so refreshing to see a little bit of reality left in a corporate identity.

  4. Kathleen

    I love this!

    And I believe the font used is a original one and very unique, just like Fiji!

    Amazing symbolisms and can’t wait to hop of (FINALLY) FIJI AIRWAYS bound for the motherland.

  5. Jared

    Terrible, looks like a cliche African safari company branding. And the brown colour does nothing to evoke feelings of travelling in the Pacific. Bland and boring.

  6. Love the asymmetry of the circle icon.

  7. It reminds me of the ribbon typeface from losttype.com

    http://www.losttype.com/special/?name=ribbon

    but its very different. not much of a fan on the typeface anyway.

    The handcraft of the logo also made it for me. It would be cool if they use that watercolor texture in the overal branding. Really like the earthiness that comes from it.

  8. Nic

    I think this is great – really brave of them to try something so far removed from the usual style of airline branding. Will be interested to see how they implement it across the planes and interiors etc.

  9. Has a nice boutique feel to it. Not sure that’s a great thing for an airline though. Depends.

    Reminds me of a logo you’d find on a vintage matchbox.

    ‘Airways’ seems a bit tacked on in my opinion.

  10. I’m with Jared on this one. Don’t think the circle and typeface add anything to each other.
    It’s like whoever arranged the typeface had decided what they wanted to do before even seeing what Matmosi created.
    I do applaud their boldness, though. Says good things about a company.

  11. The logo is great. It’s nice to see a corporation using artwork that is relevant to their location. Echoing the above comments, I’m not crazy about the typeface.

  12. I like this and can see how the brand might be developed in a myriad of interesting ways…but I’m not sure about the ‘airways’ stuck underneath. It throws everything off balance for me and drives a wedge between the name and the symbol. Might have been inclined to try and find a formal typeface and balance it centred underneath – or drop it altogether.

  13. Ani

    Its a design that truly potrays the Fijian cultute, its unique and has a lot of good meanings for us Fijians. From anywhere in the world that design creates a connectivity back to Fiji. I just cant wait to see the new planes with this logo.

  14. SUSANA LELENOA

    I like this new image for our airline, thanks Mr Dave. May God bless our beautiful country and here’s to the Bainimarama Government for the assistance. This would really stand out.

  15. Lino Racumu

    It’s all about our Fijian DNA (Noda Kau Tabu). I was overwhelmed with uncontrolable emotions that I haven’t felt for a long time. I was (and still am) very proud to be a Fijian who has lived overseas for a long time (40 years).

    I am involved in the Travel industry. It’s about time we have an airline with the name FIJIAN on it.

    We have a Fijian Cultural group here in Vancouver, Canada. We would like to be involved in any Traditional Welcome and Yaqona Ceremony here.

  16. Jack

    Checking in from L.A., and I must say that is awesome. I sure hope to visit Fiji in the very near future.

  17. ben

    It truly depicts our Fijian culture.

  18. manu verma

    Take the brown out! Use tropical colors instead.

  19. Toma Samila

    I love the font… it has its uniqueness and so do the islanders.

  20. Jekope

    Rairai vinaka na kesakesa makereta. Vinaka vakalevu… a true Fijian colour. Awesome!


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