When does a Livery Refresh Make Sense?

When does a Livery Refresh Make Sense?

In the ever-evolving world of aviation, where competition soars high and passenger expectations continue to climb, airline brands must navigate a delicate balance between tradition and innovation. A critical aspect of maintaining a relevant and professional image is the livery – the exterior design of an aircraft. For both start-up carriers and legacy airlines, the decision to refresh their livery can be a strategic move to stay competitive, attract passengers, and convey their brand's identity effectively.

Challenges Faced by Airlines

Whether an airline is a fledgling start-up or a seasoned legacy carrier, the challenges associated with livery refresh are similar, albeit with different nuances.

  • Cost vs. Necessity: Budget constraints often force airlines to weigh the cost of a livery refresh against its necessity. For start-ups, allocating funds for branding is essential but can be a significant financial burden. Legacy carriers, on the other hand, must determine if the expense is justified by the potential return on investment.
  • Balancing Tradition and Innovation: Legacy airlines, with their rich histories, must carefully balance the need for modernization with the preservation of their brand's heritage. Straying too far from tradition can alienate loyal customers, while failing to evolve can make the airline seem outdated.
  • Consistency Across the Fleet: Airlines with diverse fleets face the challenge of ensuring a consistent brand image across different aircraft types. Creating a unified livery design that works seamlessly on various aircraft models can be complex.
  • Global Recognition: Airlines need to consider how their livery will be perceived globally. What works in one region may not resonate in another, necessitating a global brand strategy that still maintains local relevance.

Steps in Contemplating a Livery Refresh

A livery refresh is not a simple task, and airlines must follow a well-thought-out process to ensure its success.

  • Define Goals and Strategy: Start by identifying clear objectives for the livery refresh. Is the goal to attract a younger demographic, enhance brand recognition, or signify a shift in the airline's identity? A well-defined strategy helps in making informed decisions.
  • Establish a Budget: Determine how much you are willing to invest in the livery refresh. Consider factors like design costs, paint and materials, and any additional branding efforts.
  • Select a Design Team: Choose a talented design team or agency with experience in aviation branding. Collaboration is crucial in ensuring the final design aligns with the airline's vision.
  • Design and Testing: Develop a range of livery concepts that align with your goals and brand identity. Test these designs through focus groups or surveys to gauge public perception.
  • Timeline: Establish a realistic timeline for implementing the new livery across the fleet. This should include design development, approval processes, and the physical application of the livery to each aircraft.
  • Implementation: Execute the livery refresh according to the established timeline. Ensure consistency and quality during the painting process to maintain the brand's professionalism.
  • Public Relations and Marketing: Announce the livery refresh to the public through a well-coordinated marketing campaign. This helps build anticipation and excitement among passengers and industry stakeholders.

Successful Livery Refresh Examples

Several airlines around the world have successfully updated their brands and livery designs to stay relevant and competitive. Notable examples include:

  • Delta Air Lines: Delta's transition to its current livery in 2007 marked a bold move towards a sleek and modern design, reflecting the airline's commitment to innovation and professionalism.
  • Emirates: In 2020, Emirates unveiled a refreshed livery featuring a more vibrant shade of blue and a larger logo. This move aimed to enhance brand recognition and align with the airline's global image.
  • Air Canada: The Canadian flag carrier underwent a complete rebranding in 2017, introducing a new livery that combined a striking red maple leaf with a sleek, minimalist design.

In conclusion, a livery refresh can be a strategic necessity for both start-up and legacy airlines, but it comes with its set of challenges and considerations. By defining clear goals, establishing

a budget, and following a well-planned strategy, airlines can successfully update their livery to maintain a fresh, professional, and current brand image. The examples of Delta Air Lines, Emirates, and Air Canada demonstrate that a well-executed livery refresh can help airlines stay relevant and competitive in the dynamic world of aviation.