In this assignment, I would like to discuss the logos of Canadian airlines and their loyalty programs, and ways to increase customer confidence. The first logo I would like to discuss is that of Air Canada. The main symbol of Air Canada at the moment is the maple leaf in a red circle. The company used this logo for almost 30 years, from 1964 to 1992 (Logos World, 2021). Then the logo was changed several times but eventually decided to return to its roots. Air Canada explained this decision as the desire to restore trust in the brand and show its heritage (Logos World, 2021). The key color was black in addition to white and red, which form the flag of Canada. Its inclusion in Air Canada’s style was inspired by the gray and black cliffs of the Canadian Shield. The company is targeting the profile of a patriotic customer who trusts domestic quality.
To increase customer loyalty, the airline is taking some steps. The branding strategy is to present the company to customers as a carrier with the most customer-oriented conditions. For example, the company is constantly reviewing and improving flight conditions, thus making it easier for its customers to be on board. For me, the most striking feature of the company’s branding strategy is that by appealing to customer expectations of domestic quality, the brand makes up for them on all levels. In this way, customers see that behind the beautiful brand, there is absolute quality service.
The second company I would like to discuss is WestJet. Although the WestJet Airlines logo has undergone at least three changes since 1996, when the company was founded, the palette and overall dynamic design style have remained the same (WestJet, n.d.). The logo currently portrays the company name in italics, with an abstract plane to the right representing a mountain. The mountain, in turn, is incorporated into a maple leaf. This is a tribute to the airline’s roots in the Canadian Rocky Mountains. WestJet is a low-cost carrier. Consequently, the company’s branding aims to attract customers for whom speed and low cost are essential.
The design is dynamic and simple at the same time, which correlates well with the airline’s target audience. To increase customer loyalty, the company regularly conducts various discounts and promotions. For example, one can find a dozen great-priced vacation or business deals on the company’s website at any time. I think the most distinguishing feature of a company’s branding is its dynamism. It completely fulfills its purpose of attracting customers focused on fast service at an affordable price.
The final company I would like to discuss is Air Transat. The company’s logo is distinguished by spelling the name in two rows and the blue star to the left of the lettering. Since the company mainly works with travel, the logo conveys the vivid emotion and joy of vacationing (Air Transat, n.d.).
The main clients of the company are tourists. The airlines attract them with appropriate branding, alluding to rest and new experiences. To maintain customer loyalty, the company offers all kinds of discounts for tourist flights. In addition, tourists can also book a flight in advance at a lower price than those who book it closer to the departure date. I think company branding is very appropriate. For me, the most striking feature of it is appealing to customers’ positive emotions during their vacation. I believe this strategy is correct because clients will unconsciously want to return to the company to feel these emotions again.
References
Air Transat. (n.d.). Air Transat unveils its new fleet livery. Air Transat. Web.
Logos World. (2021). Air Canada Logo: History and meaning. Logos World. Web.
WestJet. (n.d.). History. WestJet. Web.