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“Not Swept off my Feet”

(Est. 2017) “Swoop has flown in to the Canadian travel market to provide the country with a no-frills, lower-fare air travel option that will get more Canadians traveling. Swoop has the unique position of being the only ultra-low-fare carrier in Canada with a strong balance sheet, a modern fleet of Boeing 737-800 aircraft and a management team with deep knowledge of the aviation market.”

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Related links
Swoop press release

Relevant quote
“The name Swoop denotes exactly what we plan to do,” said Bob Cummings WestJet Executive Vice-President, Strategy and the executive member responsible for the launch of Swoop. “It’s a powerful verb that demonstrates we plan to swoop in to the Canadian market with a new business model that will provide lower fares and greater opportunity for more Canadians to travel.”

Images (opinion after)

New Name, Logo, and Livery for Swoop
New Name, Logo, and Livery for Swoop


It’s understandable that ultra-low-cost carriers look cheap chic — with EasyJet being the prime example — but this might be taking it to an extreme. The name is a good start, though, being easy to remember and conveying the idea of being swiftly swooped somewhere in the world (or at least in Canada). Things go downhill from there, starting with the choice of magenta, which makes everything look cheaper than it is. The logo maaaaaybe has the right idea with a swooping gesture in the wordmark but, unfortunately, the result is super clunky and unbalanced, with a giant pompadour-like “W”, a small “S” and “O”s, and a tiny “P”. The little plane is kinda interesting in that it looks like a ® or ™ sign but, graphically, it has nothing to do with the wordmark. The livery is on the bland side with the magenta being the main thing that makes it even noticeable. The little plane on the tail going up was a good idea but the execution of the swoosh is pretty bad. The one good thing there is to say is that there is no maple leaf in sight.