There was speculation about it for a long time, but now it's official: the newest Swiss airline is called Chair Airlines. For the former Swiss Germania company, it is time for a complete reboot after the insolvency of Germania. The branding boutique Branders was able to win the agency selection and now presents the overall appearance of the new airline - from naming and cabin crew accessories to fleet design and image communication.
With the name Chair, Branders is focusing on the essence of the airline: it is a young, uncomplicated and dynamic company. "In a young company with flat hierarchies and short paths, you are allowed to think differently and have the courage to be different in the market," says Branders CEO René Allemann. The choice of the name "Chair" already proves this.
The name Chair - the English expression for "chair" - was chosen quite deliberately. The chair symbolises the seat on the plane, while the colour separation of the red 'ch' and the blue 'air' in the logo alludes to the airline's Swiss origins.
Cheeky, fresh, cheerful, familiar, flexible and service-oriented
The fresh and uncomplicated spirit of the airline is also to be reflected in the new appearance, the Chairs typeface conveying closeness and modernity. The "i" in the lettering becomes a super sign, the agency cries: "As the symbol of a relaxed, reclined passenger, it is the basis of a dynamic design system that reflects lightness and humor and can be flexibly played with colors and images."
The first Airbus A319 is already wearing the new Chair livery, and the other two aircraft in the Chair fleet will undergo the visual adaptation in the coming days.
Responsible at Germania Flug: Urs Pelizzoni (CCO and Board of Directors), Daniela Siebertz (Marketing & PR Manager), Michèle Müller (Marketing & Sales Coordinator). Responsible at Branders: René Allemann (CEO), Thom Pfister (Creative Director), Philippe Knupp (Strategy Director), Marisa Güntlisberger (Director Omnichannel Experience), Michèle Imhof (Executive Brand Designer), Palma Manco (Senior Designer), Micha Kumpf (Senior Designer), Michèle Motterle (Brand Consultant).