Fiji Airways is the national airline of Fiji, with its headquarters in Nadi. It operates both domestic and international flights that connect Fiji to various destinations globally. The logo of Fiji Airways has a rich history that reflects the cultural heritage and evolving identity of the nation. The airline’s logo has undergone several transformations since its inception.
Each logo iteration represents a significant phase in the journey of the airline from a local carrier to an internationally recognised brand. This article explores the history and evolution of the Fiji Airways logo by detailing key milestones and design changes over the years.
The Genesis of the Fiji Airways Logo (1951 – 1961)
The original logo of Fiji Airways was a simple black wordmark “FIJI AIRWAYS” in uppercase and executed using a sans-serif typeface. With letters slightly tilted to the right and placed against a white background, the logo reflected a straightforward and utilitarian design.
(1961 – 1966)
In 1961, the logo redesign featuring the name of the airline introduced a more square typeface with softened contours and a new colour palette of red and white. Despite these changes, the logo remained text-based without any graphical elements.
(1966 – 1971)
In 1966, the logo was significantly revamped to include a black and red emblem alongside the text. This emblem depicted an abstract geometric fish-like figure with black spikes to symbolise Fijian culture and maritime heritage. The typeface used to execute the name of the airline was bold and geometric, which enhanced the overall visual impact. Interestingly, the letters “i” in the wordmark were depicted in lowercase.
(1970 – 1976)
In 1970, Fiji Airways became Air Pacific, which was reflected in the logo redesign as well. So, although the emblem on the left of the logo was nearly the same in terms of design, the wordmark to the right was changed to “AIR PACIFIC” in uppercase italics. And below the wordmark was placed the tagline “YOUR ISLAND IN THE SKY” in black, but in a smaller size. The spikes on the abstract geometric fish-like figure forming the emblem and the primary wordmark depicting the carrier’s name were executed in an oceanic blue colour palette.
(1977 – 1992)
The next iteration of the logo in 1977 saw the colour palette being refined to a darker shade of blue. Also, the abstract geometric fish-like figure on the left with spikes was surrounded by rainbow-like imagery depicting a multitude of colours like yellow, purple, and orange. This time around, the tagline below the wordmark did not appear.
(1993 – 2003)
In 1993, the emblem was revamped by redrawing it geometrically. The previous emblem was removed altogether, and in its place appeared a trapezoid-like figure with four thick stripes of blue, red, orange, and yellow. On the right of the emblem appeared the name of the airline in bold italics, uppercase, while the bottom of the wordmark depicted the tagline “FIJI’S INTERNATIONAL AIRLINE” in a much smaller size.
(2003 – 2012)
In 2003, the emblem on the left was redrawn as the wing of an aircraft in various colour stripes – blue, red, orange, and yellow. The letters of the wordmark on the right became more elegant with narrower silhouettes. Although the colour palette of “AIR PACIFIC” remained the same, the tagline “FIJI’S INTERNATIONAL AIRLINE” was written in black.
(2012 – Present)
In May 2012, CEO David Pflieger announced plans to revert to the original name of Fiji Airways. It was part of a comprehensive rebranding strategy aimed at reconnecting with Fijian heritage. Consequently, a new logo was unveiled on August 17, designed by a local artist, Makereta Matemosi.
The new logo features a stylised Masi symbol, which is a traditional Fijian art form. The symbol encapsulates themes of spirituality, hospitality, and community connection. The design includes a circular emblem with geometric patterns that represent interconnectedness and cultural significance.
Significance of the New Logo
The Masi symbol at the heart of the new logo is deeply rooted in Fijian culture and serves as an embodiment of national pride. It reflects values such as hospitality, spirituality, and community connection—elements that are integral to Fijian identity. By choosing this design, Fiji Airways positions itself not only as an airline but also as a cultural ambassador for Fiji on the global stage.
The Elements of the Fiji Airways Logo
Symbol
At the heart of the Fiji Airways logo is the Masi symbol, which is inspired by traditional Fijian Masi art. This symbol was designed by a local artist, Makereta Matemosi, and embodies key aspects of Fijian culture, which include spirituality, hospitality, and community connection.
Font
The font used for “Fiji Airways” is a custom typeface that combines elegance with readability. It is characterised by smooth, flowing lines that complement the organic shapes of the Masi symbol. The letters are set in a sans serif style, which provides a modern and clean appearance while maintaining a connection to traditional Fijian aesthetics.
Colour
The logo predominantly features earthy tones, including shades of brown and black. These colours are reflective of natural elements and resonate with Fiji’s lush landscapes. The choice of colours represents the natural beauty of Fiji and emphasises the authenticity and cultural significance of the Masi art form.
Finally
The Fiji Airways logo has undergone many changes, which illustrate the airline’s journey through various phases of growth while maintaining a strong connection to its cultural roots. From its early days as Katafaga Estates Ltd. to its current identity as Fiji Airways, each logo iteration has played a crucial role in defining its brand in both local and international markets. Fiji Airways remains dedicated to celebrating Fijian culture through its branding efforts while providing exceptional service to travellers around the world.