Since 1956, the German airline Condor has specialized in flights to holiday destinations in the Mediterranean basin, Asia, Africa, North and South America, as well as to the Caribbean islands.
After two years of crisis due to COVID-19, it was necessary to give the company a new impetus with a more vital tone. The Berlin agency Vision Alphabet has developed a rebranding of the brand. A business based on a new strategy: “being in a good mood”.
From there, how to transmit this feeling through the identity? Easy. Equip planes with a graphic system that “breathes” that holiday air: light, joy, sun, beach, summer… Applying a completely different language and narrative, as can be seen in the following video:
Thus, the new identity of the brand which is distinguished by a bright striped design available in 5 different colors: green, blue, beige, yellow and red. Stripes inspired by umbrellas, bath towels and beach chairs serve as a resource for dressing up aircraft liveries. The Condor fleet thus stands out from the previous gray and yellow to reconnect with this summer feeling.
Airline Condor: a renewed identity, but which does not break with the past
The Condor logo remains with slight modifications. The new typeface chosen is a lowercase sans serif for the wordmark. It also changes the color, to black. And the location of the symbol, now, to the right of the name.
And as for the isotype, the figure of the condor in a circle remains with the previous drawing. Although other aspects vary:
- The size is now smaller, to give more importance to the stripes as a distinctive element of the mark.
- The color, instead of yellow on a gray background, changes to a very contrasting black
- The outline of the lines is more stylized.
- The emblem appears in different places on the aircraft: on the empennage, on the fuselage and next to the cabin.
Changes that, in the end, respect the link with the brand’s past, but bring a new brand narrative, while revitalizing its image.
The previous range in gray and yellow used for decades is renewed. The new color palette symbolizes the sun (yellow), passion (red), the sea (blue), the islands (green) and the beach (beige).
As the company explains, the new color palette also represents the diversity of cultures and destinations that Condor offers.
“Stripes are our trademark. Our logo reflects our heritage and the colors represent diversity.”
Ralf Teckentrup, CEO of Condor
Airplane interior design and uniforms
The design will gradually be transferred to other brand touchpoints. For example, crew uniforms, accessories (handkerchiefs, ties and pins). The airport counters, website and social media will also be aligned with the new design.
“Our goal was to give Condor a particular visual independence, the basis of which is linked to the essence of the brand: the invention of holiday flight and the current holiday code, summer stripes, joy and freedom”, said explained the director of Vision Alphabet. , Remo Masala.
While the changes aren’t particularly groundbreaking, the use of graphic code that allows for a strong association with holidays and the brightness of the sun is a success. As well as betting on color in the color palette.
In contrast, it is interesting to see how the vitalist spirit takes precedence over more serious or corporate-style identities in holiday and low-cost airlines, as we have already seen in the case of Viva Air. Because honestly, does anyone want to think about their future gray-soaked vacation?
Lanzarote was the first destination one of the planes with the new identity flew to. And as they say, the presence of the brand has not gone unnoticed. Mission accomplished?