Importantly Malta is not just formed of one island, so the airline is no longer just Air Malta but ‘The Airline of the Maltese Islands’. We used this unique statement to develop a strap line and font that represents the country’s warmth, diversity, personality and also to excite and inspire. Combined with the prominent use of the word ‘Malta’ on the aircraft fuselage, the airline now is an overt flying advertisement and ambassador for the nation.

The Maltese cross is at the heart of the new identity. For an airline, iconography is critical to create a unique and distinctive impression. With this in mind, there is more pride and prominence with how the cross is applied across the livery, and the shape features graphic patterns that are derived from and represent the true diversity of the Maltese Islands.

The traditional red and white colours of Malta have been infused with the colours blue, yellow, white gold, orange and green, which reflect the sun, sand and sea, the famously vibrant and colourful annual Festas, carnivals and fireworks displays and the colourful Luzzu fishing boats that can be seen in many harbours and bays around the islands.

Futurebrand