LONDON – German leisure carrier Condor has pushed the boat out on the creative wheel with a bold, new livery.
This is a livery that has generated a lot of activity on social media, and rightly so.
Below you can see photos of the new livery, which will make Condor even more of a unique-looking airline:
About The Livery…
The creation of this livery came from Remo Masala, owner of alphabet, a creative agency company.
The corporate identity’s lead colors are yellow and blue. They have been complemented by the contrasting color gray. The Condor signet, the condor in a circle, goes back to one of Germany’s most influential designers, Otl Aicher.
The figurative mark has been given a facelift, with finer and more dynamic lines. It can be found again in the tail unit of the aircraft.
The Condor lettering has also been adapted: It is now more compact, and the new lower case has made the wordmark more independent and consistent with the image. The logo appears in high-contrast black on the fuselage of the aircraft.
Commenting on this livery creation was Ralf Teckentrup, the CEO of Condor who says this reflects a complete transformation of the carrier over the last two years.
“Condor has undergone a transformation over the past two and a half years: From a subsidiary of a vertically integrated travel group to an independent airline that looks back proudly on its history and tradition, while at the same time embarking on the path to the future.”
“We want to express this unmistakably through our corporate identity: Condor is vacation and Condor is unmistakable – like our new design, with which we are now launching into the future”.
“Our new trademark is stripes, our figurative mark stands for our origin and the colors for diversity. This triad is new, what remains is our passion. It has always made Condor unique and is therefore also reflected in our claim: Passion is our compass.”
alphabet also commented on the brand update, saying the following:
“Revising Condor’s brand identity with its long tradition is a delicate interplay based on respect for its origins and requirements for the future.”
“Our goal was to endow Condor with a special visual independence, the rationale of which is united in Condor’s brand essence: the invention of the vacation flight, and the effective vacation code, the stripes of summer, joy, and freedom.”
Implementation on Its Fleet…
Condor said the following in its press release about the implementation of the new design on its fleet:
“The crew uniforms, accessories such as neckerchiefs, ties, and pins will shine in the new design too, which will also make its way on board, to the airports, on the website, and on social media: in the coming weeks and months, many items on board will be replaced, such as cups, blankets, and cutlery, as well as all materials on the ground such as boarding passes, ID cards and airport signage.”
“The replacement will run successively, with nothing of old design being disposed of, but everything is used up.”
“Around 80 percent of the fleet is to be repainted by 2024 because new paint jobs are due anyway. Condor is thus choosing the most sustainable way to redesign its brand identity and fleet.
“The new design was unveiled in Toulouse with the first A330neo, which will take off for Condor in the fall. The first 2-liter aircraft will of course take off with green stripes.”
“As early as tomorrow, the first Condor aircraft in the new look will be on the route: the Airbus A321 with the registration D-AIAD will wear yellow stripes and fly to Lanzarote on April 5 at noon.”
“In the upcoming weeks, five more Boeing 757 and Airbus A320/1 aircraft will be repainted, so six aircraft will be flying in the new design in the summer flight schedule. They will mainly fly to Mallorca, Greece, the Canary Islands, and Egypt.”
A Brave Brand Change…
Based on the crazy and several colors Condor wishes to implement on its fleet, it’s a brave brand change, especially in the minds of people on social media.
For example, when Icelandair changed its branding, there were a lot of critiques as well as complements to this.
However, it seems like the mood behind this livery reveal has been welcomed, especially with the A330neo sporting the new livery being spotted at Toulouse today.
alphabet has most definitely done a sterling job on it, and it does look better in the flesh than it does behind the animated CGI.
This branding change could prove to be a considerable factor in the airline’s long-term success, especially as liveries like this can’t be easily mistaken.
Brave Branding Can Only Be Done Right…
For that reason, the new livery for Condor will be a prime example of brave branding that has been done right.
This may set a precedent for other airlines in the future who may wish to change their branding and corporate identity, which of course may result in seeing more carriers doing things like this.
Looking ahead, it will be interesting to see whether any competitors would dare go this far, and that is the term “bravery” that I am referring to.
But for now, Condor can clock off for the day knowing that this has been a successful day for them, and that this could very well be the start of something very special for them.