by Mia Taylor
Last updated: 6:36 PM ET, Thu April 26, 2018
To mark its two decades in business, Air Tahiti Nui has gotten a makeover.
The airline's new look includes a revamped logo and new brand identity focused on the ubiquitous Tiare flower, which has been long synonymous with Air Tahiti Nui and the islands of Tahiti themselves. Now more sophisticated and modern looking, the flower in the airline's logo was crafted by famed Tahitian artist Alex Lee.
"The updated Tiare flower embodies the pure, natural beauty and spirit of The Islands of Tahiti," the airline said in a statement. "The forward-facing flower conveys a subtle but powerful message about Air Tahiti Nui's preparedness for the future and captures the very essence of taking flight and moving onwards, forwards and upwards."
The sensorial, free spirit of the Tiare flower logo is grounded by the refined strength within its new logotype. Thick and thin strokes provide a confident and established feel, and the letterforms are purposefully curved and rounded to mimic the shapes and joins of the Tiare petals. All of the elements tie harmoniously together, much like the Islands of Tahiti themselves, the airline said.
Future Brand, an agency that specializes in brand creation and transformation, was tapped to create the new logo and branding. The agency's past work includes designing the new American Airlines brand as well as the new brand of The Islands of Tahiti for the Tourism board of French Polynesia.
In addition to updating the airline's visual identity and its most visible icon, Air Tahiti Nui is refreshing its positioning, values, and personality to be centered on the experiential Polynesian nature of "Mana."
To kick off the new look and positioning as well as to show appreciation to those involved in the airline's success, expansion and development over the past two decades, Air Tahiti Nui hosted a reception this week. The event, attended by clients and partners, was held in the Air Tahiti Nui Business Lounge of Tahiti-Faa'a airport.
The party included Michel Monvoisin, chief executive officer of Air Tahiti Nui, dropping the veil on the new business lounge welcome sign to reveal the new logo.
The newly revealed branding and positioning are a key part of a broader transformation that Air Tahiti Nui is undergoing in order to remain the premier international airline of French Polynesia.
Upcoming highlights this year will include the presentation of new crew uniforms, a new connected in-flight entertainment system and the delivery of new Dreamliner B787-9 aircraft in October.
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