Archives for posts with tag: polar bears

Hands-on clean.

Last summer I flew Canadian North, which is 100% Aboriginally-owned, from Inuvik to Norman Wells, then to Yellowknife and on to Edmonton. Really enjoyable. The aircraft interiors looked a bit worse for wear, but each boarding, deplaning and in-flight experience was what flying used to and probably never will be again most anywhere else. Genuine, courteous and attentive attendants, decent and more than enough food, on-time departures and arrivals, fee-less checked luggage that arrived when I did and respectful fellow passengers. From the counter folks to the ramp and baggage people (sometimes one in the same person), they were efficient, approachable and looked like they enjoyed their jobs. Humans. Not rude, insensitive, barking corporate bots with attitude. We’re talkin’ serious customer service.

Which brings me to the airline’s tagline: “Seriously northern.” Some 50% redundant, given their name, but the first half is a winner and with so much potential. The polar bear and midnight sun logo were spot-on geographically but seemed inconsistently illustrated (even dated) alongside the more simply drawn yet delightful in-flight branding. What I most liked, design-wise, were the hand towel packaging and the coffee cup (for another post). On the wipe: “Seriously clean.” — the native drummer dressed in traditional skins and snowy owl (ookpik) culturally reflecting the Northwest Territories’ First Nations who live near the Arctic Circle. A great start, if not messaging teasers. I’d love to see the brand really come alive through many more elements on board, at the gate, in uniform and online.

Huntin’ down a tagline.

Huntin’ down a tagline.

I’ve seen these ads in magazines and airports. Unfortunately, the tagline doesn’t do the campaign justice. It would read and look much better as “for those without one.” “Voice,” particularly just south of the very same word in the call-to-action, is clunky and redundant. It waters down the message, rendering it less powerful.

Identical design used from 1986-2009.

That’s right. And on trucks, school buses and snowmobiles. The best damn license plate ever. The newer ones are more flashy, yet still in the shape of Ursus maritimus.

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