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“Ceci n’est pas une Compagnie Aérienne”

(Launching 2018) “Air France presents its new airline, JOON, which will start operating medium-haul flights from Paris-Charles de Gaulle this autumn, followed by long-haul flights in summer 2018. JOON is especially aimed at a young working clientele, the millennials (18 to 35 year-olds), whose lifestyles revolve around digital technology. This new brand has been entirely designed to meet their requirements and aspirations, with an authentic and connected offering that stands out in the world of air transport.”

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Related links
Air France press release
Air France introduction page

Relevant quote
Short, powerful and international, JOON’s name was conceived to speak to people all around the world.

Its visual identity is based on an electric blue colour code symbolizing the airline’s dynamic attitude, as well as the sky, space and travel. The uniform of Joon’s flight attendants will be inspired by the new fashion codes, basic and chic.

Images (opinion after)

New Logo and Livery for JOON
New Logo and Livery for JOON

New Logo and Livery for JOON
New Logo and Livery for JOON
Video introduction.

It’s hard to tell what the intention of the new logo is, other than an attempt at throwing a bunch of trends at it and seeing what sticks. There is the crowd-infuriating blue, there is an airline—y swoosh (that, granted, is inherited from the Air France logo), one filled-in “O”, one regular “O”, one stemless “n”, and an ambiguity to whether it’s uppercase or lowercase. All together, nothing makes sense, but it’s such a jumble of blue things that, almost by accident, form a cohesive whole. The livery is as basic as it gets — maybe because it’s the early stages and there might be some actual effort put into them later on, although, yeah, I doubt it. The uniforms are funny… the one last bastion of luxury in airplane flying — for those of us in coach, at least — was that the flight attendants dressed the part of someone with authority and relative elegenace but with JOON, everyone will be a hipster on Saturday night and if you are traveller who happened to dress in blue that day, then you might be expected to serve someone a drink. Nonetheless, the airline has a pretty clear image of who it wants to be and who it wants to attract, so it has that going for it.