Chair Airlines is a new Swiss airline that started operating in summer 2019. It’s actually the successor to Germania Flug, one of the two subsidiaries of Germania, which declared bankruptcy in early 2019. The Swiss subsidiary ran the same color scheme as the German parent company, which could cause confusion among passengers and their main customers – airlines and travel operators that charter Germania Flug aircraft. To avoid negative publicity it became clear that the company would need a whole rebranding within the shortest possible time.
Zurich-based branding agency Branders took care of the new identity, from naming to visual communication. The new name is the first thing that strikes: Chair. It’s fun and quirky in an industry where company names are usually very serious. Chair stands for the actual seat that customers book for their flight, but it’s also a play on words as CH is the two-letter country code of Switzerland (standing for the Latin name Confoederatio Helvetica) and Air represents the airline. This is enhanced by the dynamic color scheme, a peppy red and a bright blue, used in the wordmark.
The livery on the three Airbus A319–112 from the company use an extra large cropped and rotated version of the lowercase “i” and its red tittle, embedding a Swiss flag. This set of abstract coloured shapes is used as the company visual signature.