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Compiled from my first-hand experience as Brand Identity Specialist for Canadian Airlines, I put this Keynote presentation together as a case study for one of my design courses I taught at Mount Royal University.
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Canadian Airlines Branding History
1942Canadian Pacific purchases a group of bush
plane operators from western Canada. Canadian Pacific Airlines (CP) is born.
1950sCP undergoes a logo change. The goose icon becomes more stylized but the handwritten, informal wordmark remains.
1963CP pursues long-term brand franchise by looking
towards the future of supersonic transport.
Late 1960sAnother update to their identity. The recognizable
“multimark” is introduced across an endorsed identity structure for all CP subsidiaries.
Late 1960sAnother update to their identity. The recognizable
“multimark” is introduced across an endorsed identity structure for all CP subsidiaries.
Late 1960sCP continues with its desire to be looked up on as a truly world class airline and continued to look at the SST era as a lucrative passenger market.
Late 1960sShort range air travel was also of great
interest to aircraft manufacturers as this De Havilland proposal to CP shows.
1971As the 1970s approached, there was a common assumption that airliners could travel 25 times the speed of sound and fly in low earth orbits. San Fransisco to Tokyo would only take 27 minutes.
Mid-1980sCP acquires Eastern Provincial Airways and Nordair.
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Mid-1980sCP acquires Eastern Provincial Airways and Nordair.
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Mid-1980sCP acquires Eastern Provincial Airways and Nordair.
1985Rebranded as Canadian Pacific Air Lines.
“Multimark” becomes “motionmark.”
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Mid-1980sCP acquires Eastern Provincial Airways and Nordair.
1985Rebranded as Canadian Pacific Air Lines.
“Multimark” becomes “motionmark.”
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1987Calgary-based PWA buys CP Air.
1987Calgary-based PWA buys CP Air.
1987Calgary-based PWA buys CP Air.
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1987Calgary-based PWA buys CP Air.
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1987Calgary-based PWA buys CP Air.
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1989Canadian Airlines buys Edmonton’s Wardair.
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1989Canadian Airlines buys Edmonton’s Wardair.
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1989Canadian Airlines buys Edmonton’s Wardair.
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1989Canadian Airlines buys Edmonton’s Wardair.
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1999Canadian Airlines rebrands itself to target the business class traveller. They enlist the help of the world’s largest
branding agency, Landor, from San Francisco.
Branding through Collectibles
1999–2001To defend itself from a hostile takeover by the Onyx Group, Air Canada offers to purchase
their long-time rival, Canadian Airlines.
During the two-year integration, the Canadian Airlines identity would be “co-branded” with Air Canada’s until the legalities of merging the
two operations were complete.
January 2000 – Airport signage audit of:YYC, YVR, YYZ, YUL, LGA, ORD, LHR
January 2000 – Airport signage audit of:YYC, YVR, YYZ, YUL, LGA, ORD, LHR
January 2000 – Airport signage audit of:YYC, YVR, YYZ, YUL, LGA, ORD, LHR
January 2000 – Airport signage audit of:YYC, YVR, YYZ, YUL, LGA, ORD, LHR
January 2000 – Airport signage audit of:YYC, YVR, YYZ, YUL, LGA, ORD, LHR
January 2000 – Airport signage audit of:YYC, YVR, YYZ, YUL, LGA, ORD, LHR
Today
The end (of an era)
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