BACKGROUNDLIFT is a South African low-cost airline that commenced operations on December 10, 2020. Headquartered in Johannesburg, it operates domestic routes from O. R. Tambo International Airport using a fleet of Airbus A320 aircraft, operated by Global Airways. LIFT distinguishes itself by offering flexible flight schedules that adapt to passenger demand, allowing for unlimited, penalty-free changes and cancellations up to 24 hours before departure.
IDENTITY DEVELOPMENT
In the LIFT wordmark, the title or superscript dot of the 'i' flows into the crossbar of the 't', forming a distinctive graphic device that serves as a key element of the brand identity. This visual detail subtly suggests movement, symbolising travel or flight from point A to point B, through two dots connected by an organic, flowing line. Additionally, the ‘L’ in the wordmark draws inspiration from the contrails, condensation trails, left by aircraft.
