Aer Lingus, one of Ireland’s leading airlines, has announced its first new branding in almost 25 years. The update aspires to give the brand a fresher and more modern identity while it expands into the North Atlantic market.
Beginning in 1936, Aer Lingus has been the flag-carrier airline of Ireland. It boasts over 12 million passengers every year and is second only to Ryanair. Aer Lingus currently flies 65 planes but plans to expand its long-haul fleet in the near future. Aer Lingus flies to over 100 cities in Europe and the UK as well as direct to 17 destinations in North America. Their new logo is part of their strategy to become a leading airline carrier across the North Atlantic by 2023.
Aer Lingus has kept their signature Irish Shamrock but added a tilt to portray speed and dynamism. The heart-shaped shamrock leaves reflect warm Irish hospitality. The font has changed to ‘Diodrum’ and the key color is still teal. The rebranding process cost the company a little less than €2 million with design agency Lippincott. More than 50 designs (featuring the
shamrock in one form or another) were considered during the process.
The brand change will encompass new paint for the aircraft fleet, new uniforms for employees, website and app updates as well as passenger check-in areas and boarding gates. Aer lingus flight attendants will also be sporting brand-new uniforms later this year. The company has hired the Irish clothing designer Louise Kennedy to create the new design.
The Aer Lingus fleet will gradually all be changed over to the new logo as they come up for routine painting every seven to eight years. Newly painted planes will show the signature shamrock on the door of the aircraft as a warm Irish welcome. The word mark and shamrock will be on the side of the aircraft. All Aer Lingus planes will be easily recognizable with their teal painted engines. As with the old design, the wingtip will sport a shamrock that is only visible from inside the aircraft.
Since 2014, Aer Lingus has grown its passenger base by 40 percent and wanted a new look to reflect and encourage more growth. The rebranding changes are not the only thing changing about Aer Lingus. The company has shown it’s not afraid to make unconventional changes like cutting costs for cleaning while improving seemingly small things that matter to customers.
Aer Lingus will continue its customer focused style by offering a complimentary glass of wine or beer to all smart economy passengers. Those passengers will also receive 20mb of free social messaging on transatlantic routes. “Our ambition is to be the leading value carrier across the North Atlantic, and we will continue to add new routes and capacity on an ongoing basis over the coming years,” says Aer Lingus CEO, Stephen Kavanaugh.