Canadian Airlines' new livery is a look that says "innovation and confidence", says the airline's vice-president of marketing, Michael Beckerman.

Those are qualities that Canadian's management will need in abundance as they steer the airline through what is likely to be another tough year. The Canadian economy remains weak, a price war continues on the west coast and markets are soft everywhere except to the UK.

Canadian believes its new look and "proud wings" logo, a stylised blue Canada goose, marks a fresh start. Produced by Landor Associates, the new image is designed to appeal to the business traveller and to provide a unique Canadian identity within the oneworld alliance. Beckerman says the cost associated with the new look and enhanced business services will be recovered if the airline gains 1% in the Canadian business market.

Source: Airline Business