A new look for Air Canada

PAX was present coast to coast yesterday as Air Canada unveiled a new look for both its aircraft and employees, during three simultaneous events held in Toronto, Montreal and Vancouver.

The new livery, in black and white and featuring the return of Air Canada’s signature Maple Leaf Rondelle, marks the first livery update in more than 12 years and was dramatically unveiled during gala events at all three hubs to Air Canada employees and guests. The first of the repainted planes, a Boeing 787-8 Dreamliner, goes into service today, flying to Seoul, South Korea. New uniforms for Air Canada staff were also on display, which employees – including pilots, flight attendants and customer service agents – will begin wearing later this year.

"Air Canada's new livery signals a pivotal inflection point in our 80-year history," said Benjamin Smith, president, passenger airlines at the event in Toronto. "On the occasion of Canada's 150th anniversary year, with our new livery, new uniforms for our employees, the award-winning international cabin standard introduced with the launch of our Boeing 787 aircraft, and enhanced onboard offerings, the future Air Canada represents the strength of our nation and the future-looking spirit of our airline.”

Benjamin Smith, president, passenger airlines, Air Canada

Smith was joined by Tyler Brule of design firm Winkcreative (which created the new livery) and uniform designer Christopher Bates, along with Chef David Hawksworth and sommerlier Veronique Rivest who showcased new culinary and wine offerings on board Air Canada’s flights.

According to Smith, the new livery will appear on all of Air Canada’s B787s & B777s over the next 12 to 18 months, with a fleet-wide rollout over the next three to four years.

At the event in Montreal, held at one of the airline’s hangars in front of a crowd of journalists, employees and dignitaries, the Air Canada team pulled out all the stops to usher in the company’s new look.

The company’s new, resolutely modern image contrasts dramatically with the one it replaces.

“We are often the first or the last image of Canada that our passengers see,” said Calin Rovinescu, president and CEO of Air Canada. “With this new look, we relay the image of Canada to the world. It evokes all that we dream about in our country: the contrasts of our land, the warm welcome, diversity, dignity, comfort, and security.”

Calin Rovinescu, president and CEO, Air Canada

The new look is the latest in the transformations undergone by Air Canada over the past five years, and accompanies the company’s significant international expansion.

“Like an athlete, we want to be among the best,” Rovinescu continued. “The status quo is something that we reject. We are giving ourselves the means to fulfil our ambitions to be among the biggest.”

The unveiling of the new livery and uniforms come following the launch of 28 new routes in 2016. In 2017, Air Canada and Air Canada Rouge will continue its global strategic expansion and will launch new international services between Toronto-Mumbai, Toronto-Berlin, Toronto- Reykjavik, Montreal-Shanghai, Montreal-Algiers, Montreal-Marseille, Montreal- Reykjavik, Vancouver-Taipei, Vancouver-Nagoya, Vancouver-Frankfurt, and Vancouver-London Gatwick. Air Canada will also receive its first Boeing 737 MAX aircraft at the end of 2017, marking the start of its narrowbody fleet renewal program, to be followed in 2019 with the delivery of its first Bombardier C Series aircraft.