As I'm not Canadian nor planning to visit the country anytime soon (although I hear it's lovely) I hadn't heard of Flair Air before its new brand identity popped up on my radar. It's a low-cost airline based in Canada in case, like me, you didn't know.
The reason I'm mentioning it is because it ties in nicely with some consulting work I did recently about the implementation of a brand identity. The designer had put the majority of the type in all caps, and the client didn't like it, saying it looked 'shouty'.
In Flair's case, the opposite has happened, meaning everything is in lowercase letters. And I mean everything, which doesn't sit right with me.
Here's a mock-up (I presume) of a boarding pass, for example.
So what's my problem with it? Well, it's fine to put the company name in lowercase, if that's what you want to do, but a customer is not part of your brand identity. The passengers name is David Dodds, not david dodds, although I notice it's written correctly on the stub. Everything else, you'll notice, is capitalized.
As I said, this could be a mock-up and the real boarding passes print the names correctly, but the website is live and destinations are also not capitalized.
Like people, places are also not part of your personal branding, so they should be written correctly. Capitalizing the cities would make no difference to the overall look, except make it look correct. Here's an approximation to show what I mean.
As it is, it just looks off.
And then there's the inconsistency. Personal names and destinations aren't capitalized, but months are. Some of the text has punctuation, while some doesn't. It certainly isn't the most coherent example of branding I've seen, which is a shame because I happen to like it.
I like the big black dot they've gone with for the logo (you can see the previous logo on Brand New), I think the livery looks great, and I like the mint accent colour.
Now if they sort out the punctuation and write proper nouns in the way they're intended to be written, it would be even better.
They're free to play with their name as much as they want, but they should respect how others use theirs.