Established in 1951, Air Pacific is the national carrier airline of Fiji with a small but busy fleet of six airplanes covering over 400 flights a week to almost 15 cities in 10 countries around the world. Earlier this year, Air Pacific announced that it would be changing its name to Fiji Airways, the name under which it was originally founded and shortly known as, and this past weekend it unveiled its new logo, featuring an icon designed by local Fijian Masi artist Makereta Matemosi. The renamed airline will officially take over in early 2013 while the livery design, and reportedly the design firm involved, will be revealed on October 10, Fiji Day.
Example of Masi art.
To create this distinctively Fijian brandmark, the airline engaged celebrated local Fijian Masi artist Makereta Matemosi to create a unique Masi symbol for ‘Fiji Airways’. The new Masi symbol features a series of specially designed motifs that carry individual meanings about the people of Fiji, their relationship with the stunning natural beauty of their islands and the country’s national airline. All the motifs in the new symbol build towards the core of the Masi which features the largest and most important motif — called the Teteva.
— Press Release
The Teteva is the centrepiece of our Masi, and this Teteva will be the symbol which will represent Fiji and ‘Fiji Airways’ around the world. Created by Makereta, the big circle has four crosses at four corners which indicate interconnection, just as ‘Fiji Airways’ connects people to the Fiji Islands. The inner circle reflects the spiritual values of the Fijian people — denoting the culture of caring and looking after each other as a community, just as the airline cares about its nation and strives to improve the quality of life for its people. The middle section of the Masi with sixteen petal shapes reflects people working hand-in-hand to create a stronger nation, just as the men and women of Fiji Airways work as a team to create a stronger airline.
The smaller circle inside reflects the Fijians’ friendly and welcoming nature to all visitors, and the airline’s role as Fiji’s proud ambassador to the world. Finally, the innermost part of the Teteva is the diamond, which is the most important part as it represents the love that the airline has for Fiji and all the customers it is privileged to serve.
— Press Release
Fijian Masi artist Makereta Matemosi explains her design. You can skip to the 3:30 mark for the good stuff.
The Air Pacific identity is a breath of stale air with its oversize, italic, tight-as-airline-seats tracking, and corporate blue color — the tail icon being its only attractive element. So it’s nice to not only see it removed from the air but be replaced by something so authentic and interesting. The new logo feels like no other airline identity, from the main brown color to the supporting orange and cream colors (as seen in the t-shirt photos below) to the “uneven” look of the icon to the unconventional wordmark. The main icon is lovely, it has a great uneven texture that I applaud the designers for not turning it into a geometric symmetric form when digitizing it. It’s funny how different the rationalization sounds when it comes from a very authentic artist as opposed to when it’s written by some PR hack — but, let’s not be fooled, it’s all the same BS, it’s just that this one is delivered with more flair. Regardless, and again, it’s a fantastic, unique icon. The “FIJI” wordmark is also interesting and steps out of the airline comfort zone with some adventurous-looking typography — what appears to be a modified version of Ribbon. Overall, this looks like the start of a great identity and I look forward to seeing the livery and what else rolls out.
Some folks, including CEO Dave Pflieger (above left), pose with t-shirts at the logo unveiling. Source.
Thanks to Marc Nijborg for the tip.
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Established in 1905, Carulla is a chain of grocery stores across Colombia with 76 locations and 6,000 employees. This past Friday, it introduced a revised identity designed by Bogotá, Colombia-based SmartBrands that will roll out in a dozen stores first.
Logo evolution, showing the oval as part of the equity.
The new logo combines a friendly and gourmet style. The double “ll” becomes the focal point to evoke a smile, which represents the satisfaction they want to offer more than 6,000 employees working for the brand to customers. Recovered the oval as a valuable source of identity that has been on the brand since 1905.
— SmartBrands Case Study
Logo animation.
When you see the logos used throughout the years, the newest version is a great fusion of all of them, finding a successful balance between the straight-forwardness of the early sans serif logos and the exaggerated script last used. As I have expressed before, I will always give a thumbs up to a nicely executed, custom, mono weight script and this one makes me smile — a little less awkwardly, though, than the slightly forced smile they have tried to embed in the “ll”. It’s a good idea and it almost works but the space in between the two “l”s creates a large gap in the word and more than a smile it starts to look like bunny ears. As a standalone icon, the “ll” works better, as seen in the bag below, but even then the smile expression is not quite well captured. I don’t think it’s necessary to have a perfectly readable smile but this one feels slightly forced. Nonetheless, as a mark, it’s catchy and recognizable.
Sub-brand logos.
Sample brochures and recipe book.
Packaging for its private label.
The rest of the identity and packaging uses a colorful and comfortable visual device of overlaying the logo on other bold food shapes and product photography against white backgrounds. It’s a formula that, as usual, works very well. The supporting typography is a combination of the increasingly ubiquitous Archer, Gill Sans — which they have managed to use as poorly as possible — and a script that kinda looks like the logo but isn’t. Overall, everything has a welcome, joyful flair.
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Established in 1983 by Jenny Craig (and husband Sidney Craig) in Melbourne, Australia, Jenny Craig is a weight loss and nutrition company that offers at-home diet programs as well as “In-centre” at over 650 locations worldwide. Last year, Consumer Reports named it the number one diet. This past November, Jenny Craig lost some of its own weight, shedding the “Craig” to just be known as Jenny, along with a new logo and brand ambassador.
No longer referred to as Jenny Craig, people everywhere will get to know Jenny on a first name basis. With a perky, fun attitude and an easy, refreshing approach to physical activity and weight loss, the new Jenny is sure to be unlike anything anyone’s seen before.
— Press Release
Jenny’s new brand ambassador. Wait for it… wait for it…
The old logo was one of the nicer feminine, script, signature-y logos out there. Smooth, bold, elegant, and, one would assume, the founder’s own signature. The new logo, still feminine, still script-ey, and still signature-y is almost the antithesis of its predecessor. Neither smooth, nor elegant it now looks like a chick that left her name and phone number on a bar napkin with only a red lipstick kiss at the bottom missing. Sure, it might feel more “everywoman” and earthy but it looks too unfinished and too amateurish to represent such a large brand. The secondary icon with the “j” on its own is borderline ridiculous in that hexagon shape. At least they have Mariah going for them.
Thanks to Cameron Sandage for the tip.
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Just a quick update in regards to some minor changes we’ve made, a shout out to our great hosting company who play a huge part in making all of this possible, and why we’ve been dragging our feet the past month with Lovely Stationery. Let’s start with Lovely Stationery. What it comes down to is time, and the lack thereof. With that said, we realize that a lot of people like what we’re doing with Lovely Stationery so we’re going to dedicate more time to it and get back to regular postings just as we do with Lovely Package.
LIGHTBOX VIEW
Why we didn’t do this earlier is beyond us, but the good news is that we finally have. A lightbox has been implemented for all of the images showcased on Lovely Package. So many designs we showcase contain beautifully fine details which are near impossible to see at 540px wide. Moving forward, images will open at a larger size when clicked without any annoying pop-ups or having to navigate away from the site.
FACEBOOK PAGE
Nothing major here. All posts on our Facebook Page have thumbnails now thanks to RSS Graffiti.
HOSTING
Thanks to Media Temple for their continued support with all of our ‘Lovely’ sites. Without them we wouldn’t be able to do what we do. If you’re looking for a great host with killer support give them a shout.
And last but not least, we couldn’t do any of this without our amazing readers from all corners of the globe. Your continued support gives us the fuel and drive to carry on with what we do, and because of that we are truly thankful.
- The Lovely Team
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