Redesigned Blue Wings for Finnair

Finnair’s cabin magazine, Blue Wings, has been redesigned in-line with Finnair’s new brand identity.

The latest issue, published on 5 January 2011, has a light and airy appearance, in keeping with the Scandinavian design tradition. Awarded as Finland’s best customer magazine, Blue Wings is also one of the longest-established inflight magazines in the world.

“Blue Wings is part of our customers’ travel experience and enjoyment on the plane,” said Finnair's Vice President Global Marketing Jarkko Konttinen. “The magazine’s new look is in-line with the whole company’s new identity launched in December, with the emphasis on tastefulness and heading strongly into the future.”

The theme of the first issue published with the new look is design. Design has always been strongly present in Finnair’s visual heritage and is an integral aspect of the company’s brand. The main article in the magazine presents new designers who enliven traditional brands. There are also features on beer culture in different parts of the world and on Finnish wild animals. Established columnist Alexander Stubb, the Finnish foreign minister, is joined by a new regular columnist, foresight expert Elina Hiltunen.

“Over its 30-years of publication Blue Wings has developed in an evolutionary way and it’s always received very good feedback from customers,” said Christer Haglund, Senior Vice President, Finnair Communications. “The magazine targets northern hemisphere decision-makers on our flights, so it’s exceptional in the Finnish media world.”

The revamped magazine has increased the number of shorter columns and its share of more topical items. A stronger local perspective is presented, as well as new views of better known destinations. The lighter items are also designed to satisfy those who may not want to read long reports.

Blue Wings is also published in digital format and can be browsed online.

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