|
organizations to ensure that we can meet the ambition of the brand ,” Frost said .
THE ETIHAD AIRWAYS ’ LIVERY MESSAGE
Etihad , the second largest airline of the United Arab Emirates , was taking delivery of its first Airbus A380 aircraft almost a decade after its competitors ; in December 2014 . It used this important milestone , the introduction of the ‘ Superjumbo ’, to update its aircraft livery .
Collaborating with Landor & Fitch , Etihad was the first airline in the world to introduce the ‘ Low Poly ’ technique , which uses
|
polygonal shapes to texturize the canvas in a stylistic form . This technique started to become popular in 2014 with the introduction of 3D printers .
“ Etihad wanted something that would signal novelty , spectacle , a new marvel within the category , and that was a prime opportunity for us to think about how the rest of the brand was also supporting that story globally as well ,” Frost said .
While keeping its old brand ’ s recognizable shades of brown , Etihad fully transformed its aging and detailed logo into a minimalistic and elegant concept . The change matched the big transformation heralded
|
by the arrival of the first Airbus A380 aircraft .
Delivering a message with a livery is a crucial aspect for an airline to consider . There have been many situations in which an aircraft livery has served as a messenger through which a company has conveyed to the rest of the world a symbol or a statement about its new strategies .
THE BRITISH AIRWAYS LANDOR LIVERY
One of Landor & Fitch ’ s most important contributions to the aviation industry was made in collaboration with British Airways . Shortly after the large
|
7 8 9 Launched in September 2014 , the official name for the Etihad livery is ‘ Facets of Abu Dhabi ’. It was inspired by the colors and tones of the United Arab Emirates , as well as by the geometric architecture of Abu Dhabi . Other derivations of the livery included one dubbed the ‘ Greenliner ’ after the carrier ’ s sustainability program ( Photo 8 ), and a Grand Prix promotional scheme in gray and red colors ( Photo 9 ).
10 11 12 Perhaps the best known livery designed by Landor is the colorscheme introduced by British Airways in 1984 . A pearl gray top combined with a dark tone of blue were the main elements of the design . The speedbird was replaced with a Red speedwing running along the lower fuselage section . The British Airways ’ coat of arms on the top of the tail came to complement a timeless and cherished livery .
|
PEDRO ARAGAO 10 |