First Air unveils a new look and logo

First Air on October 12, 2017 revealed a total makeover of its brand after 71 years as Canada’s preeminent northern airline.

Two aircraft in the new livery go into service immediately. The new livery wipes out the previous 2005 livery which featured photo images of the Arctic region on the tails.

The new brand features a modern and unique version of the iconic Arctic symbol: The Inuksuk. This logo is representative of the people and land of the Arctic. In the words of one Inuit Elder consulted during the design process, “We never go anywhere without an Inuksuk showing the way.”

The airline’s new primary colors are red and grey.  Brock Friesen, President and CEO of First Air said “We wanted colors that would showcase our stunning new logo, and that would stand out in the snowy Arctic and at busy southern airports.  What better color than Canadian red?”

In addition, the airline’s tagline is now: “Fly the Arctic”.  To many around the world, Ottawa and Edmonton are the North.  First Air’s operation has an Arctic responsibility attached to it, whether it’s transporting essential food, mail, or medical passengers, or uniting friends and families. There are no roads connecting the Arctic to southern Canada.

Above Photo: Boeing 737-436 C-FFNM (msn 25839) at Iqaluit previously displayed an iceberg on the tail.

Friesen added: “We also want to inspire more tourists to visit this truly exotic destination. The Arctic is a place of wonder and increasingly, tourists from around the world are looking for out-of-the-ordinary travel experiences.”

The First Air brand embraces premium customer service for all passengers, similar to business class on some airlines. Meals, special coffee, warm cookies, and wine, all at no extra charge. Starbucks Coffee was recently added.

The changes don’t stop with the new logo and livery. A new Wifi based entertainment system will soon be launched on jet routes and the website is being upgraded to improve the online booking experience.


First Air is 100% owned by Makivik Corporation.  Its membership is composed of the Inuit beneficiaries of the James Bay and Northern Quebec agreement.

All images by First Air.

First Air:

Route Map: