AIRWAYS SPECIAL Art in the Air this global “ Eurowhite ” trend were Iberia ( IB ) and Avianca ( AV ) in 2013 , and Aer Lingus ( EI ) in 2019 . These carriers drastically switched from colorful and attractive designs to flat and simple schemes that sometimes even made them undistinguishable from a distance .
“ When you look across European airlines , it is hard to differentiate them ,” Frost said , “ and our job as brand consultants is to carve out differentiation in the marketplace to help our customers . If everything looks the same , then we are not empowering our customers to understand the difference and make an informed decision ; the livery itself is a promise of that experience .”
15 DOUG GREEN
Ultimately , applying a white livery makes economic sense , as it reduces the cost in paint and maintenance , the weight of the aircraft , and the ease of transferring planes between airlines of the same group . However , Frost said that this has a cost : “ Airlines therefore completely lose the opportunity to promote their differentiation .”
There are only a few airlines that keep colorful and unique liveries on their fleets nowadays , such as KLM Royal Dutch Airlines ( KL ), ITA Airways ( AZ ), or , more recently , JetBlue ( B6 ).
LANDOR ’ S IDENTIFYING MARKS
16 BRANDON FARRIS
We asked Frost what key details in a passenger aircraft ’ s livery can be easily linked to the Landor style and design ?
Frost answered : “ What we pride ourselves on doing is getting the brand in close proximity to the customer , to deliver that promise of a great experience , and that the brand has you covered . We want to make this experience as rich for you as possible , so proximity , I think , is the kind of signature aspect that identifies Landor & Fitch .
“ In relation to the details of a Landor piece of aviation work , you will notice that , in Alitalia , the predecessor to ITA , there was no small Italian flag sewn into the headrest of every seat , which you now see when you board an ITA aircraft . You can also see a very smallscale version of the logo as you board .
“ You will also find the profile of the city of Abu Dhabi subtly placed into the fabric design of the pillow inside the Etihad Airways aircraft .”
The EY fleet is full of Easter eggs both inside and outside the aircraft , clear identity marks of Landor & Fitch .
14 One of the latest creations of Landor came with ITA Airways . The Azure tone is a symbol of unity and cohesion and also the color of the Italian national football team . // LORENZO GIACOBBO
15 16 Singapore Airlines introduced its basic colors in 1972 , with an update to the original design in 1987 . A new logotype and gold replaced most of the yellow in the cheatline and tail logo . The rear of the tail now also features a gold line in order to communicate precision . Since the last update , minor changes have taken place to keep the corporate identity with the times .
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