Alitalia unveils refreshed brand

Alitalia unveils refreshed brand

A new brand identity and livery has been unveiled by Alitalia as part of a rejuvenation of the Italian flag carrier.

Leading design consultants Landor were commissioned to create a new look to represent the airline’s ambitions, utilising the design elements of the airline’s previous iconic livery, which was also created by the firm in 1969.

The stylised tail logo, which has characterised Alitalia since its first major rebrand 46 years ago, has been updated and refined, retaining the same green, red and white colours of the Italian flag.

The new logotype has been modernised and a more dominant ‘A’ has been introduced.

The new branding will be extended to the cabin décor of Alitalia’s fleet of Airbus, Boeing and Embraer aircraft and follows Etihad Airways taking a 49% stake in the carrier.

The Italian carrier’s chief executive, Silvano Cassano, said: “The pride we hold for Alitalia is palpable. From today, this quintessential Italian brand is beginning a new journey, with a refreshed livery, and with the infrastructure and expertise in place to achieve its true potential.

“This new identity will allow us to bring a timeless and uniquely Alitalia style to everything we do the world over. The Alitalia brand is as potent today as ever, looking to the future with renewed vigour and optimism.

“The people of Alitalia remain the enduring heart of our company and the embodiment of this most beloved national symbol.

“They represent Italy’s massive cultural influence on the world - a country as famous for its history, generosity, and tradition, as it is for its innovation, style, and sophistication. Their tremendous experience will bring this brand to life.”

Peter Knapp, global creative officer at Landor, added: “We have added a subtle sophistication to the design, to the interior and exterior of the aircraft, which connotes the style, passion and craftsmanship of modern Italy.

“We knew we had to maintain the iconic 'A' tailfin but added subtle detailing to it, and to the rest of the fuselage to create more depth and dimension. The logotype too has been re-crafted to align with the new styling.

“On the inside, the experience exudes a sense of Italian sophistication and glamour, referencing both design motifs from the Alitalia archives and also looking forward to modern design details.”

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