Cooper Black & easyJet / 1111 with titles

Typographic Background Cooper Black.

Cooper Black was a typeface created by Oswald Bruce Cooper in the 1920’s. Cooper Black was not significantly influenced by history like many of the typefaces created at this time but it was designed with the influence of current design trends such as Art Deco, Nouveau and the Machine Age style. The effects of the industrial revolution were still being fully appreciated and this could be seen in design.

Cooper Black’s popularity grew throughout the 1970’s. This was mainly in advertising as the font was seen as friendly, however many designers criticised this chunky typeface and title it the “Black Menace”.

Beach Boys’ Pet Sounds 1966.

After the typefaces overuse during the 70’s it popularity plummeted. Nonetheless in 1995 the typeface made it back into the mainstream by becoming the logotype choice for the new low budget airline easyJet.

Branding of easyJet

easyJet logo type.

The company’s choice of design differed greatly from any other rival airlines such as Ryanair and KLM (Royal Dutch airline) where branding looked sophisticated and more like traditional airlines where easyJet appeared to be undesigned. This attempt of non-design was an effort to establish easyJet to be revolutionary and part of a new era in aviation. The traditional branding of luxury and expensive travel were challenged with this friendly, bold and confident appearance.

Ryanair v easyJet

Standardisation of airline systems and regulations

There was a clear standardisation within the low cost airlines. By standardising the fleet of aircraft the company reduced the training and the qualifications that its staff needed and by standardising the service to only one class and no free items such as meals on board, this eventually improved the efficiency that the service could be run and therefore reduced the overhead company costs.

Airports and airspace had standards set in place. These regulations ensured that the flow of aircraft was consistent and safe. As well as this, the regulations noted who was flying and where. These regulations were eventually relaxed in an attempt to boost airline travel economy.

In 1997 the deregulation of restricted non-national airlines flying between airports within the same country meant that low cost airlines could travel more routes and in turn expand their market.

This deregulation caused some issues due to the concern that low cost airlines would not be as safe as their traditional counter parts. The assumption was that low cost meant that corners would be cut and they maybe cut in safety. As well as this the airspace was becoming busier therefore there was a rising concern of in air collisions.

Economic implications of Low cost carriers

The budget airlines were different to the well-established and powerful pre-deregulation airlines. These traditional airlines could not cover the rising demand for cheap European travel. This gap in the market allowed companies like easyJet in.

Low cost airlines created a new kind of market for air travel. easyJet had the aim of “for the many, not the few”. This was contrasting to how travelling by air had been seen before. Previously it was seen as luxury, usually long haul international flights that would be to exotic destinations.

The increase and popularity of low cost carriers meant that the development and expansion of civil airports increased however this did not deter the public from using large traditional airports. Large airports retained their customer base as budget airlines focused on a new kind of customer. This customer was someone who usually travelled via train, ferry or car. It also meant that experienced travellers started using budget airlines as the mass market of new airlines meant there was an increase in variety which meant that travelling became more flexible as well as competitive.

Low cost carriers meant that business trips could be easily made and therefore international trading would prosper, this was a catalytic affect due to low fares. As well as national economy, local economy grew due to the direct and indirect benefits of travel. Directly, the low cost airlines created new areas of employment such as airline cabin crew and employment in the airport shops and cafes. Indirectly low cost carriers made travel to European cities more appealing therefore many countries travel and tourism sectors benefits from the increase of visitors.

Political and social effects of mass travel

The European Unions regulations meant that those who lived in Europe could travel easily without a Visa. The relaxed restrictions meant that travel became easier. Places that were once unreachable became cheap tourist destinations and caused economic growth in these areas. The ease of travelling from civil airports meant that those with a disposable income could visit near by EU countries more often. This frequent travel meant that people could purchase secondary homes in places like France and Spain.

Reduced airfares meant competition as well as cooperation for the railway and road. European travel via train was limited to the Eurostar and the fares and travel time was what made low cost carriers more appealing. The plane had the advantage of being able to fly directly to a destination. However the train and roads still played their part in getting the public to the airport.

After many countries relaxed their airspace regulations the ideas of mass movement and international travel concerned them. The suggestion of a new taxation on air travel was used in an attempted to discourage the public from using planes so often. This was explained as a way of reducing carbon emissions. Many low cost carriers felt that this taxation would ruin the growing budget airline industry, as many customers would not be able to afford to travel. This would reverse the break down of social classes within travel as well as hinder economic growth, as movement was a key to growth.

With fewer regulations politically movement was a developing issue. Constantly observing people’s movements was harder due to the distance people could travel especially at speed. Passport control and immigration system was designed to control people’s movements. The aim was to allow people to move but the controls restricted the speed that they did as well as documented where they travelled.

Technological advancements of low cost carriers

The advancement of technology has played a huge part the success of low budget airlines success especially within computing. Companies like easyJet previously sold their tickets via telephone but due to the 90’s boom of the Internet the idea of selling tickets online without the need to speak to a travel agent meant that ticket prices could be reduced. Technological advancements in the home such as the personal computer, printers and the Internet meant that their customers could cut out the middleman. By removing the cost of printing and posting tickets the company’s overheads reduced further.


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