Avianca's rebranding to "avianca"

[Mattg]

Some of you may remember when Avianca announced a major rebrand last year. The change? They were putting a lower-case "a" on the word "avianca".

There are some details here: Avianca Airlines Rebrands, Goes Lowercase

This is how avianca's CEO described the rebrand at the time:

“The more than 180 days that our planes spent on the ground due to the COVID-19 pandemic were dark days. We knew that our airline was at risk of disappearing, as was the connectivity of the countries and regions where we operated and the jobs we generated. But it was also during that time that we saw that it was not only possible but also necessary to achieve a different avianca, one that is more open, closer, more accessible, and with more for everyone. After nearly two years, that new avianca is here.
This is perhaps the greatest reinvention of an airline in the history of aviation. That’s why today we say hello to avianca in lowercase and goodbye to the uppercase ‘A’ of the past. This is a brand that honors our history and at the same time represents what we are today, a renewed avianca: friendly, agile, accessible, attentive and cheerful. An avianca that looks you in the eye and calls you by your name. An avianca where everyone is welcome and where the sky belongs to all.”

So, how does the "greatest reinvention of an airline in the history of aviation" look in practice? Well, I flew with avianca today and as you can see, there was a big change to their livery:



Yep, they've just put a sticker over the letter A. I guess the airline's claims that it's now more low-cost are accurate

 

[robbo135]

Well I'm sure some marketing consultancy got paid millions for this radical redesign and re-positioning of the brand. Millions well spent....

Reminds of when Qantas had the massive rebrand which involved reshaping the roo logo and changing the font of "Qantas", again millions well spent

 

[AIRwin]

No more confusion with Capital A and AirAsia

 

[Gold Member]

I’m instantly feeling more compelled to fly with avianca now.

 

[Cynicor]

I’m instantly feeling more compelled to fly with avianca now.

I’m always compelled but damned if can use the points to fly anywhere!

 

[Notyourbag]

Yet they still have cough availability for reward seats out of Australia!

 

[RSVKanga]

Does all lowercase generally translate into low-cost?

OW is stylised as oneworld and has a decent level of ‘premium’ associated with it, while Ryanair is stylised RYANAIR and is the epitome of low-cost travel.

Hence I don’t think capital/lowercase letters make a massive difference when it comes to how ‘budget’ or ‘premium’ the brand is