Noted: New Logo and Livery for Caribbean Airlines
“Ho-hum-ming Bird”
(Est. 2007) "Caribbean Airlines is an authentic Caribbean airline which provides a genuine Caribbean experience on all its services. The airline's professional teams offer the warmth of the islands both on and off the aircraft. Caribbean Airlines operates more than 600 weekly flights to destinations in the Caribbean, North and South America. The airline's fleet is comprised of Boeing 737-800 and ATR72-600 aircraft. Jointly owned by the people of Trinidad & Tobago and Jamaica, headquartered in Trinidad and Tobago, and with an operational base in Jamaica, Caribbean Airlines employs more than 1600 people. The airline is a member of the International Air Transport Association (IATA) and is recognized as an IATA Operational Safety Audit qualified airline. It is a certified FAA repair station as per regulation 145."
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Caribbean Airlines announcement
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This is a brand refresh, which means we have taken what we already have a few steps further; an exciting makeover, not a new start. Our refreshed branding has a more modern feel. It is bolder, more distinct, and more vibrant, while retaining the emotional connection of the original branding to that essential warmth of the Caribbean region.
The new logo retains the iconic hummingbird while infusing fluid lines and brighter hues to embody the spirit of flight, the vibrancy of our culture and connectivity within the region. The new look represents the rich history and culture of the region and reflects the optimism and energy that have permeated all aspects of our operations.
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Opinion
The old logo was a bit literal with its realistic depiction of a hummingbird and almost cliché beach-vacation-y wordmark but it certainly felt Caribbean. The new logo modernizes both elements with the hummingbird getting the most relatively beneficial update. The core idea of rendering the bird in a festive slew of colorful ribbons is great but the execution is too basic and messy, with a silhouette of the bird masking a bunch of squiggles instead of building the bird out of the squiggles, which could be very doable. Still, it manages to be colorful and feel joyful, which are not bad associations for Caribbean traveling. The wordmark evolution is rather sad, defaulting to a geometric sans serif and a gloomy color combination of muted purple and gray. It’s sadly dull. The identity then introduces some colorful squiggles and, like the hummingbird, there was potential there and it almost amounted to something good but it would need a whole lot more design horsepower to reach said potential. The livery basically places the three elements (wordmark, hummingbird, and squiggles) wherever they fit without any real coherence between them or integration with the shapes of the plane. Overall, good intentions that fell flat in execution.
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