On January 1, 1965, Trans-Canada Air Lines (TCA) officially transformed into Air Canada, marking a pivotal moment in Canadian aviation history. This rebranding was not just a change in name; it was a deliberate move to embrace a bilingual identity and reflect the airline’s growing presence on the global stage. Sixty years later, the airline’s iconic red rondelle—a stylized Maple Leaf surrounded by a circle—continues to soar as a symbol of home and pride for Canadians around the world.
The Road to “Air Canada”
Founded in 1937, Trans-Canada Air Lines initially focused on connecting cities within Canada. As the airline expanded internationally, its leadership sought to redefine its identity. By the 1960s, TCA was already referred to as “Air Canada” in French-speaking regions. To solidify its national identity and better reflect Canada’s bilingual heritage, the airline sought a name that resonated with all Canadians.
Jean Chrétien, then a Member of Parliament, introduced a private member’s bill in 1964 to rename the airline to “Air Canada.” While the initial attempt failed, a subsequent bill was passed, and on January 1, 1965, the name change became official. The rebranding coincided with Canada’s emergence as a bilingual nation, showcasing the airline’s commitment to inclusivity and its role as an international ambassador for the country.
As a symbolic gesture, Queen Elizabeth II flew on the first aircraft bearing the new Air Canada livery during her 1964 tour of Prince Edward Island, Quebec, and Ontario. This flight further cemented the airline’s national importance and signaled a new era for Canadian aviation.
Designing an Icon: The Air Canada Rondelle
With the new name came the need for a fresh corporate emblem that would foster immediate public recognition. The task was entrusted to the firm of Stewart, Morrison, and Roberts, one of Canada’s leading brand consultants at the time. Hans Kleefeld, the firm’s creative director, was tasked with creating a logo that could embody the airline’s new identity. Kleefeld, known for designing logos for global brands, presented several options to Air Canada’s leadership.
The chosen design—a stylized Maple Leaf enclosed in an open circle starting at the leaf’s stem—was unveiled in October 1964. The rondelle was modernized twice, once in 1993 and again in 2004, but its essence remains unchanged. The emblem is now one of the most recognizable symbols of Canadian identity globally.
Michael Rousseau, President and CEO of Air Canada, reflects on its enduring significance: “Customers routinely tell us that no matter where they are in the world, as soon as they see the rondelle on an aircraft tail, they feel they are already at home. We take the responsibility of representing home to Canadians seriously, and we are immensely proud of the enduring longevity of such an iconic symbol.”
A Legacy of Growth and Innovation
The rebranding was more than cosmetic—it marked a shift in the airline’s mission. As Air Canada, the airline embraced its dual role as a connector of Canadian communities and a global ambassador for the country. The new name signified the airline’s readiness to compete internationally while staying true to its roots.
Over the decades, Air Canada has evolved into one of the world’s most respected airlines. It has pioneered advances in aviation, including being the first airline to introduce computerized reservation systems in the 1960s. Today, it continues to innovate with modern aircraft, cutting-edge technology, and sustainability initiatives.
The Rondelle: A Symbol of Pride
For six decades, the Air Canada rondelle has symbolized the airline’s commitment to excellence and its connection to Canada. It represents not just an airline, but the spirit of a nation—its diversity, resilience, and global presence.
As Air Canada celebrates the 60th anniversary of its rebranding, its iconic Maple Leaf emblem remains a beacon for Canadians and travelers worldwide. It’s a reminder that no matter where you are, Air Canada is there to take you home.
