Air Canada has unveiled a major new branding transformation under which the carrier will repaint its entire fleet in a new color scheme and provide employees with newly-designed uniforms, the Montreal-based airline announces on 9 February.

The airline unveiled three aircraft that have already been painted with the new livery at events in Montreal, Toronto and Vancouver.

Those aircraft – one Boeing 787-8 and two Airbus A321s – will enter service immediately following the events, Air Canada president of passenger airlines Benjamin Smith says at the Toronto event.

Smith says the new livery aims to highlight the airline's red maple leaf logo and Canadian heritage. The redesign comes as Air Canada seeks to establish itself firmly as a global airline.

The company last redesigned its paint scheme in 2004, it says.

Aircraft painted in the new scheme have mostly-white fuselages with black underbellies.The engines also have black nacelles, and the tails are black with the red maple leaf logo.

Air Canada's new paint scheme, on a 787-9

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Air Canada

The carrier plans to repaint all aircraft except those operated by its low-cost subsidiary Rouge.

Aircraft to be repainted include 171 narrowbodies and widebodies operated by mainline Air Canada and about 150 regional aircraft operated by partner carriers, Smith says.

The company expects to complete repainting of all 787 and 777s within 12 to 18 months. Remaining aircraft will be repainted over three to four years, adds Smith.

Also, aircraft on order will be delivered with the new paint scheme.

Air Canada has orders for 61 737 Max, 14 787-9s and 45 Bombardier CS300s, according to Flight Fleets Analyzer.

In addition to the new paint scheme, Air Canada has redesigned employee uniforms. The uniforms, which the carrier describes as "combining urban chic with international flair", will be black and charcoal grey with red accents, says the airline.

Roughly two-thirds of Air Canada's 30,000 staff, including pilots, flight attendants and customer service agents, will wear the uniforms, says the airline.

Separately, Air Canada is upgrading its onboard food and beverage options, it says.

Source: Cirium Dashboard