The Evolution of Air Charter Service
With the unveiling of the new Air Charter Service logo, we take a look at the history of the brand, and the ethos behind the new look.
The first logo came about in 1992 when ACS Chairman Chris Leach, who didn’t have a logo for his company at the time, decided to share one with a friend in New York, joining forces to create a partnership with a transatlantic presence. At this stage the logo was red, white and dark blue and featured the outline of a Concorde, which was still flying regularly between the UK and US at the time. The second logo came about in 1995 after it became clear that Air Charter Service was going its own way, though the focus was an Ilyushin-76 in silhouette, and the colour palette changed to a dark and light blue (which have remained our brand colours since), losing the red from the previous logo entirely. By 2002, the business had diversified, and as such, the Ilyushin was no longer seen to accurate represent it. At this point it became clear that the logo had to change again, and so the silhouette became that of a generic aircraft. Come 2004 the business had evolved even further, branching out and increasing its executive jets offering, and as such the logo was once again out of date, as such it was amended to show an executive jet overlapping a larger aircraft, flying across the world, representing our global presence. This was the logo we have had since, representing Air Charter Service for the past 12 years, but it’s time for a change.
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