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.
The History of Fiji Airways
The story of Fiji Airways began on September 1, 1947, when Australian entrepreneur Harold Gatty partnered with the British airline Qantas to form Katafaga Estates. Initially, it used a De Havilland Dragon DH.84 aircraft to transport sugarcane between the Fijian islands. By 1951, the company was rebranded as Fiji Airways, wherein it added a second-hand De Havilland aircraft for passenger and cargo services within Fiji and to nearby countries, including Tonga and Samoa. The fleet expanded with additional aircraft models, such as the De Havilland Heron and DHA-3 Drover.
In 1958, the Fijian government acquired a stake in the airline. It gradually increased its ownership until Fiji Airways became fully state-owned in the 1970s. This transition allowed the airline to invest in fleet upgrades and operational growth.
Throughout the 1960s, the airline expanded its network to reach destinations like Auckland, Honolulu, and Port Vila. It includes in its fleet jet aircraft like the BAC 1-11 and Douglas DC-9. Renamed Air Pacific in 1970, the airline extended its reach further with flights to Australia, Hong Kong, and Japan. In 1973, it introduced the McDonnell Douglas DC-10 for long-haul routes.
However, in spite of facing financial challenges in the 1980s, Air Pacific optimised its operations and maintained essential routes to Australia, New Zealand, and the USA. By the 1990s, the airline rebounded. Consequently, it modernised its fleet by adding new Boeing aircraft, establishing loyalty programs, and forming alliances with carriers such as Qantas and American Airlines.
In the 2000s, the airline continued to modernise with Boeing 737NGs and Airbus A330s. It expanded its network to include destinations like Hong Kong and Tokyo and promoted Fiji as a tourist destination. In 2013, the airline rebranded back to Fiji Airways. It thus refreshed its identity with traditional “masi” patterns on its aircraft livery, updated crew uniforms, and enhanced in-flight services.
Between 2013 and 2019, the airline focused on renewing its fleet and expanding its network. It introduced Airbus A330s for long-haul routes and Boeing 737 MAX aircraft for regional flights. However, following the grounding of 737 MAX in 2019, the airline, like others worldwide, suspended flights of this model.
In 2015 and 2016, Fiji Airways added new routes from Nadi to Singapore and San Francisco. It thus cemented its role as a key carrier linking the South Pacific with Southeast Asia and North America. By 2017, the airline celebrated its 65th anniversary by operating flights to over 20 destinations in 13 countries, including Australia, New Zealand, the USA, Japan, Hong Kong, Singapore, and several nations in the Pacific Islands. At this time, the fleet comprised 11 aircraft: five Airbus A330s, four Boeing 737NGs, and two Boeing 737 MAX (before the grounding).
In 2018, Fiji Airways was recognised as the best airline in Australia and the Pacific at the prestigious Skytrax World Airline Awards, thereby acknowledging its high service standards and customer satisfaction. The airline also upgraded its Airbus A330 interiors with new seating and entertainment systems.
In 2019, Fiji Airways strengthened partnerships with other airlines. A codeshare agreement with British Airways enabled convenient travel options between the UK and Fiji via Singapore and Hong Kong. The airline also expanded its partnerships with Qantas and American Airlines on key routes connecting Australia, the USA, and Fiji.
Interesting Facts About Fiji Airways
- Fiji Airways is the flagship carrier of Fiji and started as Katafaga Estates Ltd. in 1947 by an Australian aviator Harold Gatty.
- In 1951, Katafaga Estates Ltd. was rebranded as Fiji Airways.
- Fiji Airways used to be known as Air Pacific and made its first flight on September 1, 1951, from Suva’s Nausori airport to Drasa airport near Lautoka.
- The first international flight of Fiji Airways took place on June 1, 1973, to Brisbane, Australia.
- Fiji Airways started its first flight to Honolulu, USA, in 1983, under “Project America.”
- Fiji Airways operates flights to 108 destinations worldwide.
- Fiji Airways mainly flies to countries such as Australia, New Zealand, the Solomon Islands, Kiribati, Samoa, Tonga, Vanuatu, and Fiji.
- Fiji Link is a wholly-owned subsidiary of Fiji Airways, which is based in Nadi. It is the official domestic carrier of Fiji.
- Fiji Airways has codeshare agreements with the world’s leading airlines, such as American Airlines, Air India, Air New Zealand, Air Vanuatu, Alaska Airlines, British Airways, Cathay Pacific, Finnair, Japan Airlines, Qantas, Jetstar, Singapore Airlines, and others.
- Fiji Airways is the 15th full-member airline of the OneWorld Alliance.
- Fiji Airways employs around 1000 people.
- The logo of Fiji Airways, aka the Masi symbol, was designed by a local artist, Makereta Matemosi.
- Fiji Airways operates modern aircraft like the Airbus A350, in addition to the Airbus A330.
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.