Competing for high visibility in the competitive flight market is a tough job but it looks like Aer Lingus have achieved just that with the help of Lippincott, the creative consultancy specialising in airline brand innovation.
Aer Lingus have had the same look for over 20 years and have chosen the bold move of using teal as the predominant colour on their fleet and all branding instead of the shades of green we were all used to. The teal covers the underside of every plane so will allow brand identity from the ground, the iconic shamrock is still there but with a slight slant to symbolise dynamism and speed. The shamrock leaves are heart shaped to reflect the warmth and hospitality the airline has always offered. Designer and native Irishman Brendán Murphy who has been working with Lippincott in New York for 20 years took the lead in creating the new look, over 50 shamrock designs were considered.
But the message that Chief Executive Officer Sean Doyle is bold and ambitious that Aer Lingus are intending to up their ante and become “the leading value carrier across the North Atlantic”. He added “the refresh is part of the airline’s growth plan, which will see Aer Lingus increase its North Atlantic fleet from 17 to 30 aircraft by 2023”.
Part of the investment will include 14 new A321LRs to aide the capacity for growth across the Atlantic and Europe. Sean Doyle said “We’re delighted to unveil our brand refresh which more than 20 years after Aer Lingus invested in new brand livery, and reflects our position as a modern, contemporary airline. Aer Lingus has had exceptional success in recent years: adding new routes, new aircraft, new jobs and new opportunities for colleagues and guests alike”.
It seems that the logistics of changing an airline’s look are no mean feat either. It takes around 10 days to paint a wide-bodied aircraft using 850 litres of paint and seven to eight for a narrow body using a mere 500 litres of paint. Weight is a serious issue with a repaint, which will usually occur around the eight-year mark so all the previous paint is removed the body rubbed down then primer, undercoat and a final coat applied, just like you would if painting a door or window frame at home.
The new look includes the Aer Lingus website, check in desks and boarding gates and later in the year a new staff uniform with be introduced. The new look is effective immediately so keep an eye out for the new streak of teal in the sky, Aer Lingus are going places and they want you to know it.
For more information on Aer Lingus please visit their website www.aerlingus.com
Neil Hennessy-Vass is Contributing Editor for Our Man On The Ground as well as a widely-published globetrotting food and award-winning travel writer and photographer.
Photographs by Neil Hennessy-Vass and courtesy of Aer Lingus