Finnair will renew its entire visual and service identity in line with its Vision 2020 plan, which was published last spring. The visual reform covers the company logo, aircraft livery and cabin look as well as uniforms and service areas. "Our clientele changes continually and expectations of our service and identity change accordingly. We want to enhance our attractiveness as a company not only among our Finnish customers but also in the Asian and Central European markets," says Finnair's President & CEO Mika Vehviläinen. Finnair's vision is to grow to become number one in the Nordic countries and to be the most desired airline and among the top three in Asian traffic. Finnair's fleet investments and route network development support this growth strategy. Finnair's service offering is based on its own high-quality production and also on a network of carefully selected partners. "Finnair's growth will come mainly from Europe-Asia traffic. We have studied our level of recognition in the Asian market. Success in this highly competitive international market requires that we stand out positively and boldly both externally and in terms of service content." The service identity renewal will be launched next January. This will include a reform of service principles from the standpoint of customer expectations, based on individuality and design thinking. Finnair wishes to respond to customer needs and expectations with open-minded and innovative solutions. The travel experience will be developed into an enjoyable, easy and fresh package. Frequent flyers will be offered reliable and easy-to-use services that make business travel efficient and enjoyable. Leisure travellers will receive a price-competitive product, which can be supplemented by the quality additional services they need. "All customers are important to us. Our primary target group, however, consists of the passengers who travel in their work between Asia and Europe irrespective of travel class," adds Vehviläinen. Updating, streamlining and freshening the corporate identity as well as the company's design heritage have guided the renewal of Finnair's entire visual identity. Finnair's new logo has been developed from the present logo. The blue and white colouring has been preserved, but the modern look is lighter than before, with white and silver complementing the distinguished dark blue of the logo. The Finnair name logotype and F symbol have been an effective combination for decades, but through the identity renewal they have received a more dynamic and modern role as distinct elements. Finnair's partner in the identity renewal has been the advertising agency SEK&Grey. The cost of the identity renewal is approximately ten million euros, of which a significant portion, such as the redesign of uniforms and aircraft livery, would in any case have taken place in the next few years. Finnair's fleet will be painted according to the new look by 2013, and long-haul aircraft during 2011.