Finnair Oyj - Company Announcement

Finnair renews its identity in line with its vision

FINNAIR PLC       STOCK EXCHANGE RELEASE       20.12.2010  11.15

Finnair will renew its entire visual and service identity in line with its
Vision 2020 plan, which was published last spring. The visual reform covers the
company logo, aircraft livery and cabin look as well as uniforms and service
areas. "Our clientele changes continually and expectations of our service and identity
change accordingly. We want to enhance our attractiveness as a company not only
among our Finnish customers but also in the Asian and Central European
markets," says Finnair's President & CEO Mika Vehviläinen. 

Finnair's vision is to grow to become number one in the Nordic countries and to
be the most desired airline and among the top three in Asian traffic. Finnair's
fleet investments and route network development support this growth strategy.
Finnair's service offering is based on its own high-quality production and also
on a network of carefully selected partners. "Finnair's growth will come mainly from Europe-Asia traffic. We have studied
our level of recognition in the Asian market. Success in this highly
competitive international market requires that we stand out positively and
boldly both externally and in terms of service content."

The service identity renewal will be launched next January. This will include a
reform of service principles from the standpoint of customer expectations,
based on individuality and design thinking. Finnair wishes to respond to
customer needs and expectations with open-minded and innovative solutions. The
travel experience will be developed into an enjoyable, easy and fresh package. 

Frequent flyers will be offered reliable and easy-to-use services that make
business travel efficient and enjoyable. Leisure travellers will receive a
price-competitive product, which can be supplemented by the quality additional
services they need. "All customers are important to us. Our primary target group, however, consists
of the passengers who travel in their work between Asia and Europe irrespective
of travel class," adds Vehviläinen. 

Updating, streamlining and freshening the corporate identity as well as the
company's design heritage have guided the renewal of Finnair's entire visual
identity. Finnair's new logo has been developed from the present logo. The blue
and white colouring has been preserved, but the modern look is lighter than
before, with white and silver complementing the distinguished dark blue of the
logo. 

The Finnair name logotype and F symbol have been an effective combination for
decades, but through the identity renewal they have received a more dynamic and
modern role as distinct elements. Finnair's partner in the identity renewal has
been the advertising agency SEK&Grey. 

The cost of the identity renewal is approximately ten million euros, of which a
significant portion, such as the redesign of uniforms and aircraft livery,
would in any case have taken place in the next few years. Finnair's fleet will
be painted according to the new look by 2013, and long-haul aircraft during
2011. 

Finnair Plc
Communications
20.12.2010

Further information:
Jarkko Konttinen, Vice-President Global Marketing, tel. +358 9 818 8805
Pictures and logos of Finnair's new corporate identity: www.finnair.com/gallery