Frontier Airlines is a low-cost carrier based in Denver, Colorado, USA. Founded in 1994, the airline offers flights to both domestic and international destinations. It connects cities based in the US, Canada, Mexico, and the Dominican Republic. The Frontier Airlines logo, like the airline itself, has undergone a fascinating journey over the years. Each iteration of its logo reflects the changing identity of the company and its target audience. The article delves into the evolution of the Frontier Airlines logo over the years.
The Genesis of the Frontier Airlines Logo (1958–1972)
Frontier Airlines first took to the skies in 1950. Its inaugural logo featured a dynamic emblem that could be interpreted in two ways: a stylized arrow and bow or a sleek airplane. This symbolism hinted at both the forward momentum of the airline and its connection to air travel. The lettering below, “Frontier Airlines,” in uppercase was presented in a bold, italicised sans-serif font, which further emphasised a sense of movement and energy. The colour palette of the logo was a combination of gold and dark blue and probably drew inspiration from the sun and sky, elements that are central to the airline industry.
(1978-1986)
This particular logo was created by the renowned filmmaker Saul Bass, known for his collaborations with Alfred Hitchcock, Billy Wilder, and Stanley Kubrick, among others. He has also been credited with making logos for Continental Airlines and United Airlines.
The 1978 logo variant featured a stylized “F” in white enclosed within a red circle. The letter “F” is formed of three horizontal stripes of uneven lengths (except the top two) with curved and pointed ends. And below the emblem, there was the wordmark “FRONTIER” in black rendered in a sans-serif typeface. Further, the pointed crossbars of the letters “Rs” within the wordmark did not touch their vertical bars on the left. This particular logo remained in use till 1986, when the company went bankrupt thereafter.
A New Frontier with Fresh Branding (1994-2001)
In 1994, a new era dawned for Frontier Airlines. The airline, unrelated to the previous company of the same name, began with a totally fresh brand identity. The logo featured the word “Frontier” written in a handwriting-inspired, creative, casual script. This contrasted starkly with the formality of the previous logo. Below, the word “Airlines” appeared in uppercase and in a more austere sans-serif font. The overall colour scheme consisted of white lettering against a dark, dusty blue background. This shift in design reflected a more relaxed and approachable brand image.
(2001-2014)
In 2001, the logo was redesigned to make it clear, bigger, and legible. Accordingly, the wordmarks “FRONTIER” and “AIRLINES” were changed to a printed style in dark green and black, respectively, instead of the handwriting-inspired style of the previous logo. However, designers did not use any serifs; instead, they used a chopped typeface bearing wide lines. So, even though the logo became visible and more legible, it lacked the look of distinctiveness and meaning.
(2014-Present)
The airline was acquired by Indigo Partners in 2013, following which the new owners decided to get a new logo. The new logo featured the brand name in a printable slanted sans-serif typeface where the first letter “F” was rendered in a form containing three stripes of uneven lengths. And under the word “FRONTIER” appears the word “AIRLINES” in a smaller size and a light grey colour palette. The word is placed on the right-hand side.
The Elements of the Frontier Airlines Logo
The Frontier Airlines logo features bold, uppercase lettering in an italicised geometric sans-serif typeface. This design choice creates a simple yet powerful and forward-looking impression. While not exact matches, fonts similar to the one used in the logo include Integral CF Demi Bold Oblique and Aktifo A Black Oblique.
The visual identity of Frontier Airlines employs an uncommon colour scheme for an airline, that is, combining green and grey. This unique palette helps distinguish the company from its competitors. The green symbolises growth and development, while the grey represents stability and quality.
The History of Frontier Airlines
Frontier Airlines, not to be confused with its 1950s–1985 predecessor, was founded on February 8, 1994, in Denver, Colorado, by former employees of Continental Airlines. The inaugural flight of the airline on July 5, 1994, connected Denver to North Platte, Nebraska. Thereafter, rapid expansion followed, with new routes added in 1995 and a NASDAQ debut in 1998.
The airline modernised its fleet in 1999 with Airbus A319 orders and extended its network to the East Coast and Mexico in the early 2000s. Despite facing financial challenges, including a 2008 Chapter 11 bankruptcy, Frontier Airlines persevered. Under new ownership by Republic Airways Holdings in 2009, the airline transitioned to an ultra-low-cost model in 2011.
In 2013, the airline was acquired by Indigo Partners, which sparked further transformations, including a memorable rebranding featuring animals on aircraft tails in 2014. Thereafter, Frontier continued to grow by ordering new Airbus aircraft in 2015 and 2019 and significantly expanding its network in 2017.
By 2020, Frontier had evolved into a major ultra-low-cost carrier that served over 100 destinations across the US, Mexico, and the Caribbean, with a fleet exceeding 100 Airbus aircraft. Throughout its journey, the airline has maintained a reputation for innovative, affordable travel, and eco-friendly operations.
Interesting Facts About Frontier Airlines
- It is a low-cost carrier with Denver International Airport serving as its central hub.
- The airline sports wildlife-themed art that features North American animals such as bears, foxes, dolphins, or eagles. This particular themed art or livery makes the airline recognisable.
- The airline uses fuel-efficient Airbus aircraft to reduce its carbon footprint.
- The airline has partnered with several car rental services to offer seamless transport services to its customers.
- The airline allows a “Kids Fly Free” programme whereby kids under a certain age can fly for free when accompanied by a paying adult.
- The airline offers a customer loyalty programme called “Discount Den.”
- The airline offers a “Stretch Seating” arrangement whereby flyers can get additional leg room and comfort by paying extra.
Finally
The evolution of the Frontier Airlines logo serves as a testament to the continuous adaptation and growth of the airline. Each logo iteration reflects the strategic direction of the company and its target audience to ensure it soars confidently into the future.