Strategic Airlines Unveils New ‘Air Australia’ Branding and Livery

Strategic Airlines has unveiled its new ‘Air Australia’ livery, to be introduced later this year as the carrier re-brands itself.

On September 1, 2011, Strategic Airlines unveiled how its aircraft would look in the carrier's new Air Australia livery and branding. This photograph shows one of Strategic Airlines' Airbus A320s painted in Air Australia colours

The new branding was designed for Strategic Airlines by branding firm CumminsRoss.

“We challenged CumminsRoss and our marketing team with the historic opportunity to create an iconic brand for a new Australian airline,” says Michael James, group managing director and CEO of Strategic Aviation Group, the airline’s parent company. “The name Air Australia was already marked as our preferred choice.”

“The task was as much about design as it was about communication,” says  Sean Cummins, executive director of CumminsRoss. “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 color, with a hint of gold and subtle silver-grey representing gum trees, koalas and grey kangaroos.”

In the latter part of 2011, Air Australia is to become the new name and branding for Strategic Airlines. This computer graphic image shows one of the carrier's A330-200s in Air Australia colors

Adds Cummins: “The Air Australia symbol is a stylized boomerang, the most striking icon of flight in the Australian lexicon. Because of the company’s strong history as a defense-force charter company we have also incorporated the rising sun, also a strong Australian symbol … found on the Australian Army badge.”

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 and Brisbane and direct flights from Melbourne to Honolulu and from Brisbane to Honolulu will begin in December.