The Change for this Danish carrier Maersk Air is to help create a profile for the airline and contribute to the general perception customers have towards the company. This was to demonstrate the visual difference from being a traditional airline, mainly on the defensive against budget airlines and traditional airlines to the new Maersk Air- An airline with a new strategy involving low prices, choice of legroom on board, full flexibility of all tickets and a new comprehensive flight service to the principal cities and holiday resorts of Europe.