Finnair, the flag carrier of Finland, has maintained a remarkably consistent visual identity built around a dark blue and white palette. The airline’s current logo combines the Finnair name logotype with an F symbol, an arrangement that has been in use for decades and was refined during a comprehensive identity renewal announced in December 2010.
Design and History
In 2010, Finnair undertook a renewal of its entire visual and service identity in line with its Vision 2020 plan. The visual reform covered the company logo, aircraft livery, cabin look, uniforms, and service areas. The airline stated that updating, streamlining, and freshening the corporate identity, as well as the company’s design heritage, guided the renewal. The new logo was developed from the existing logo, with the blue and white coloring preserved, though the modern look was described as lighter than before, with white and silver complementing the distinguished dark blue of the logo. The Finnair name logotype and F symbol, which had been an effective combination for decades, received a more dynamic and modern role as distinct elements through the renewal. Finnair’s partner in the identity renewal was the advertising agency SEK&Grey. The cost of the identity renewal was approximately ten million euros, with the fleet scheduled to be painted according to the new look by 2013. [1]
The 2010 refresh was part of a broader strategy to enhance Finnair’s attractiveness in Asian and Central European markets, with the airline’s primary target group being business travelers moving between Asia and Europe. [1]
Meaning and Symbolism
Finnair’s official brand guidelines describe the master palette as a combination of clean Finnair White and iconic Finnair blue. The brand’s official blue is specified as HEX #0C0243. [2] The F emblem works as a base unit in the brand’s composition system, with all logos placed either in the top or bottom area of the artboard. [3]
The brand guidelines note that Finnair has “always been blue-white and Finnish,” a sentiment expressed in the context of the crew uniform design, where the curves of the F emblem influenced the main lines of the uniforms. [4]
Typography and Design
Finnair’s brand identity is built on a nine-element design system, at the heart of which is a blue line that transforms into typography, illustrations, icons, imagery, tonality, and the soundscape. This system was developed by SEK, Finnair’s long-time creative agency. [5] SEK has created Finnair’s advertising from the very beginning, and the agency’s archives show how Finnair’s brand has mirrored the aesthetics and tone of each decade. [6]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
