During the branding process, Payne, Ross explored the complex duality of the Meridian Air Group. On the one hand, the company's services and facilities rival any of its larger, regional competitors. On the other hand, Meridian's small size allows them to truly personalize the travel experience, a key aspect that differentiated them in the marketplace.

The resulting identity is polished and corporate, but not cold or stiff. The color palette likens the horizon one would see out of an airplane window on a crisp, bright day. The curved lines repeated throughout the logo represent the dynamics of aviation, and are meant to represent the curvature of an airplane window or wing. This new branding was incorporated into all sales materials and collateral of the startup, including a brochure, website, and direct mail.