It seems we’re seeing a resurgence of colour in the aviation industry. While early 2000’s saw a wave of cost effective ‘Eurowhite’ liveries which were anything but inspiring, this month has seen not just Riyadh Air launch a bold new colourful look, but now JetBlue joins the ranks of refreshingly striking all-over liveries.
Somewhat reminiscent of the Alexander Calder Braniff era, JetBlue has taken existing elements from the previous liveries and supercharged them with a fairly exciting result. “The new standard livery features a bold and all-blue design emblematic of its role as an innovative, industry-disrupting brand that customers love and trust for travel,” states the airline’s press release.
The first aircraft to receive the new livery paint is an Airbus A321 with Mint®, aptly named “A Defining MoMint,” which goes into service on June 15. JetBlue plans to refresh all of its current standard liveries as part of its normal aircraft painting cycle.
“Liveries have always been a part of our identity. When you spot a JetBlue aircraft—whether on the ground or in the air—we want customers to recognise us as a travel brand that moves them differently than everyone else,” said Jayne O’Brien, head of marketing and loyalty, JetBlue. “The new livery helps us stand out among a sky of legacy carriers, and is a stunning reflection of our role as a disruptor that uniquely combines lower fares and great service.”
The first design—for the A321 with Mint aircraft—applies JetBlue’s Mint Leaves pattern on the aircraft’s exterior for the first time, allowing customers and crew to easily identify it in a new way. JetBlue’s all-core aircraft will also receive new livery designs with refreshed patterns and a broader set of accent colours.
It’s really nice to see that the airline has also connected the inside and out with elements featured in the new livery design echoed in JetBlue’s new visual brand identity that rolled out earlier this year. As the company’s first brand refresh in a decade, the new colours and designs reflect a more joyful, contemporary and digital-first appearance. From the outside to the inside, each touchpoint in the JetBlue experience has been thoughtfully created to honour its storied identity while signalling its bold moves to bring disruptive, customer-focused impact to new markets.
Bravo Jet Blue, bravo.
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