For quite some time now, I’ve been wanting to redesign a company identity that is based in Canada. Having to grow up in the Philippines my whole life, I was intrigued on what I can design based on the elements and character that a new and very different country would provide me. I got the opportunity in this school project in which we were chosen to redesign the logo, website and stationary for a Canadian-based company and as soon as I saw that Air Canada was one of the options, I knew that I wanted that. I mean, what would be a bigger representation of Canada to the world than their own airline company.
After researching what they are about and studying how they came up with their current designs, I started by redesigning the logo. I figured that Canada and Air Canada airlines are most recognized by the maple leaf, therefore, I wanted that to be my core element. Since they are an airline company, I wanted to incorporate the silhouette of an airplane and the maple leaf so I started to create some sketches. After a lot of refining and fine tuning, I came up with a nice shape and added a modern font for the text Air Canada. The placing was tricky too as I wanted to know what the best place would be for the text. While doing some sketches, I also thought about doing a secondary logo as my first one would fit that well on the tail of a plane or something so I decided to make one and it turned out nice enough to be included in my final product.
The first thing I did for the stationary was the business card. I immediately thought of the shape not being a regular rectangular one but of the shape of a wing of an airplane. I gave an angle to one side and I had to be careful not to make it look like it was a cutting mistake and cut it too much either. (As commented by my teacher Todd Barsanti). After some careful thinking I came up with the placing and the grid where the elements such as the names and telephone numbers etc.. would be placed. I also thought that it would be nice to put the secondary logo at the back where it can be a representation of the company and people would incorporate it with Air Canada.
For the letterhead, I wanted it to be very sleek and sexy so I created a grid system in which the body and header would create columns. I also used the shape of the plane’s wing from the business card and made it into sort-of like a tab in which I put the logo and put it on an angle. My inspiration were the vintage classic designs they used for shapes and logos.
For the letter envelope, I still incorporated that “Wing Tab” and I put it on the upper right corner so that it would be the place to stamp the postal stamps. I just played around with the colors of the envelope panels and topped it all of with a sticker of the secondary logo that would seal of the mouth of the envelope.
For the website on the other hand, I still wanted to incorporate the shape and angle of the wing to give it a modern look. I added the color blue and made it image heavy so that there wouldn’t be too much red and that it won’t be boring.
Overall, my curiosity for the Canadian brand has payed off as I am very pleased with the redesigns I came up with for Air Canada. I hope this opens doors for me to discover more what Canada can offer as an inspiration to my art.