Excel becomes XL as part of rebranding

The XL leisure group has rebranded its low-cost airline, giving it a fresh new look, and expanded its website.

XL Airways, which used to be known as Excel Airways, now has a bright blue logo that is designed to reflect the coastal destinations it serves.

The group's French and German charter airlines (Star Airlines and Star Europe) will also be rebranded and become known as XL Airways. Four new XL.com websites will be launched in Ireland, Australia, France and Germany.

All 34 of the company's aircraft will feature the new logo and it has been incorporated into the airline's website. The in-flight magazine has also been redesigned and new uniforms have been created for the crew.

The changes will be phased in beginning this month and the rebranding work on the UK fleet will be finished by May next year.

The new look was created by Brandinstinct, whose designer Niqui Harwood told BrandRepublic: "Having an aircraft as a canvas is a designer's dream, but when XL approached us we knew we wanted to create something truly special."

XL Airways operates out of regional airports such as Bristol and Cardiff as well as its main hubs - Gatwick, Manchester and Glasgow. Its destinations include Alicante, Tenerife, Malaga, Faro and Paphos (Cyprus).

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