Strategic Airlines changes to Air Australia

Strategic Airlines has released the first images of the airline’s new ‘Air Australia’ livery to be introduced later this year.

The new branding was designed for the airline by CumminsRoss.

“We challenged CumminsRoss and our marketing team with the historic opportunity to create an iconic brand for a new Australian airline,” said Group Managing Director and CEO Michael James. “The name Air Australia was already marked as our preferred choice.”

Launched in 2009 and headquartered in Brisbane, Strategic Airlines, soon to be Air Australia, is Australia’s newest domestic and international carrier.

The airline operates scheduled passenger services on routes including Melbourne-Phuket, Brisbane-Phuket, Brisbane-Bali, Brisbane-Port Hedland and Perth-Derby.

Domestic flights between Melbourne to Brisbane and direct flights from Melbourne to Honolulu and Brisbane to Honolulu will commence from December, 2011.

“The task was as much about design as it was about communication,” said Executive Director of CumminsRoss, Sean Cummins. “The challenge was to convey a modern Australian aviation product, for a company with its own heritage and an instant sense of familiarity and like-ability.

“Green is our key colour with a hint of gold and subtle silver-grey representing gum trees, koalas and grey kangaroos.

“The Air Australia symbol is a stylised boomerang, the most striking icon of flight in the Australian lexicon.

"Because of the company’s strong history as a defence force charter company we have also incorporated the rising sun, also a strong Australian symbol also found on the Australian Army badge.”