Entrepreneur David Neeleman has unveiled the branding for his latest airline venture, which will target mid-sized city pairs without nonstop services and will aim to be “the World’s Nicest Airline”.

The Jetblue founder first announced plans for the carrier – which had been touted under the working name of Moxy Airways – back in 2018, and has now confirmed that the carrier will operate under the name Breeze Airways.

The company has applied for an operating certificate with the US Federal Aviation Administration and Department of Transportation, and Neeleman hopes to launch flights by the end of the year.

It will initially operate leased Embraer E195 jet aircraft from Azul Brazilian Airlines (which was also founded by Neeleman), and will target routes “between places currently without meaningful or affordable service”.

The Brazilian-American entrepreneur has also placed an order for 60 Airbus A220-300 aircraft, which are set to be delivered from 2021.

Neeleman founded Morris Air (later integrated into Southwest Airlines) in the 1980s, before founding Westjet and Jetblue in the 1990s, and Azul Brazilian Airlines in 2008, which he remains chairman of.