Fiji’s international airline Air Pacific has launched new branding to be used when the carrier relaunches as ‘Fiji Airways’ in 2013.

The brand mark launch is the next step in Air Pacific’s rebranding and restructure as the airline returns to its original 1951 name of Fiji Airways.

The brand mark embodies Fijian culture and its people with a striking new Masi symbol, designed by a renowned local Fijian Masi artist Makereta Matemosi, who has been practicing this uniquely Fijian art for 32 years.

The highly respected and traditional art form Masi, has been a part of Fijian culture for several centuries and will link the country’s culture and heritage to the name ‘Fiji Airways’.

An integral part of the new brand mark is a Teteva motif, symbolising the airline’s values and the spirit of Fiji while representing spirituality and the consideration of others found with the Fijian hospitality.

Air Pacific chief executive and managing director David Pflieger said the ambitious project to re-brand Air Pacific involved a name with a lot of history.

“We decided that we wanted a new and distinctly Fijian symbol and brand mark that would help us best represent the country while also ensuring our planes stand out at some of the world’s busiest international airports,” Mr Pflieger said.

The CEO summed it up by saying the airline wanted to become a flying billboard for Fiji and its stunning 333 islands in the South Pacific.

Ms Matemosi said she hoped to create a symbol that captures all that is unique about the airline and the Fijian experience.

“I hope this Masi symbol means a lot to our nation, our people, and our visitors, because we are proud of our country and proud of the new ‘Fiji Airways’,” she added.

Following this rebranding, the Fijian airline will complete the final phase of the revitalisation and modernisation plan with delivery of three new A330 to add to the fleet.

‘Fiji Airways’ new brand identity and colour scheme will be revealed 10 October and by 2013 the airline will have rolled out across the marketplace, ticket offices, check-in counters, airport lounge facilities and the airline’s official website.

Find more photos of the rebranding in our Photo Gallery