Bankrupt Swissair is poised to flap its wings again as plain and simple swiss in a rebranding exercise designed to reflect the “typical Swiss characteristics of quality”. It will formally launch with the start of its summer schedules on March 31.

New financing for the failed carrier – a phoenix arisen from the ashes of its former subsidiary Crossair – is accompanied by a new logo and corporate image designed by Canadian branding guru Tyler Brule.

This features the red and white of the Swiss flag with the logo ‘swiss’ in red lowercase letters against a white fuselage, and accompanied by the words - Schweiz (German), Suisse (French), Svizzera (Italian) and Svizra (Romanche) reflecting the country's four national languages.

Eight of the new airline’s total fleet of 128 aircraft will be emblazoned with the new livery as of the launch date, with a progressive rollout across its remaining planes.

Breakeven is forecast by 2003 after a budgeted loss of SwFr1.1 billion ($664m) in 2002.

News source: BBC Online Business News (UK)