Air Canada unveils new look for aircraft, uniforms

Air Canada is touting its Canadian credentials as it introduces a fresh look for its staff uniforms and fleet of planes for the first time in a dozen years. The country’s largest airline unveiled its new livery at rebranding events for customers and employees on Thursday at airports in Vancouver, Toronto and Montreal. In keeping with the patriotic marketing theme, the Canadian flag will be painted on planes next to the registration letters, near the tail. Calin Rovinescu, the carrier’s CEO, and Ben Smith, president of passenger airlines, said they are proud to be leading Canada’s flag carrier that represents the country at airports around world. “We are an 80-year-old iconic Canadian company that takes our role and our duty to represent our country very seriously,” Smith said. “The biggest billboard is the tail of our airplanes.” The current paint scheme on planes features the red maple leaf set in a dotted pattern on the aircraft’s tail. The new version is a black backdrop on the tail, with the red maple leaf encircled, harkening back to the rondelle (circular) design of the past. Back on stable financial footing for the past several years, the airline is hoping to distinguish itself amid fierce battles on overseas routes. About 300 planes will get the rebranding treatment, although Air Canada’s Rouge leisure unit will retain its separate look with red and white. Rouge recently had 46 jets in its fleet.<br/>