Can you spot the hidden symbol in this airline logo?

Canada Jetlines logo
(Image credit: Canada Jetlines)

To celebrate becoming Canada's "first true Ultra-Low Cost Carrier" (ULCC), Canada Jetlines has recently worked with Cossette to create a playful new brand identity. This includes a new logo (above) that contains a hidden surprise. 

Our guide to logo design includes a look at how symbolism can work in a brand's favour, and it looks like Canada Jetlines has taken this approach on board. Its new identity aims to be playfully provocative, and reflect Canada Jetlines' promise to offer the lowest airfares in the Canada. With the help of this cheeky, happy logo, it's done a good job of communicating that.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.