Okay. There. I said what we were all thinking as Canadian AvGeeks. I just can’t. I am not a fan of Air Canada’s new look.
I want to understand the decisions behind this branding. Except, when I look at it I see nothing but bad things. “Inspired by Canada: Our brand new livery evokes the natural beauty and striking landscapes of our great nation #FlyTheFlag.”
Yeah, okay look. I am Canadian. I used to live in Canada’s subarctic. Black is a very common colo(u)r in Canada. Why? Because it’s freezing cold and dark for nine months of the year.
Boy, that’s super inspiring and inviting. That’s how you put your country’s best face forward. “Canada: Cold, dark, and minimalist.
The red, then must be a tacit reference to an old Lewis Black bit about how he took a bus across Canada and by the end was cutting himself just to see some color! You know what else is black in Canada? The oil from the controversial tar sands! Boy, that’s just what Canadians want to be known for overseas.
I. I’m lost. Let’s read some more PR speak: “Reflecting Canada’s vastness and contrasting seasons, with references to its wildlife and First Nations heritage, the new fleet livery was designed by international design firm Winkcreative.”
Well, Winkcreative, I am sorry no one at Air Canada actually listened to you and you were left using your original concept to justify this…
Wait, no, this is a Rock Ptarmigan.
Wait, no that’s an A350 where the black window outline looks impressive. Sorry Air Canada.
I meant this one:
Look at the first two pictures I selected to illustrate what a little eyeliner can do to a flying thing. Now go back to the Air Canada rendering.
It doesn’t look mean, classy, or futuristic. It looks ridiculously out of place. You know what this livery is? It’s the 1990s again!
No one actually wants it to be the 90s again in Canada. Worthless currency, surly Air Canada with a product lagging behind its peers. Cyclic bankruptcies in the airline business, protectionism, brain-drain. Does this mean Robert Milton be coming back as CEO?
So, let’s see. Air Canada managed to take a livery that represents not the best part of their history, a period of economic ill-ease in Canada, and did one more thing to top it all off?
They blatantly ripped off Delta, and decided to add “raccoon eyes” on the flight deck windows to make it look more modern. Except, that only works on the A350.
I can’t be the only one with a visceral reaction to this livery. What do you all think? Am I way off here?