Ninety-nine times out of 100, if anyone asked me to go to Dublin for just four hours – and barely leave the airport grounds – I would say a stern but polite ‘No thank you’. But today was different; today saw the launch of the rebrand of Aer Lingus, over 20 years since the last one.
At the launch, in Hangar 6 just outside Dublin Airport’s passenger terminal, 300 people gathered to witness the unveiling of the new aircraft livery – part of the airline’s ambition to be the leading value carrier across the North Atlantic.
The thought process behind the rebrand
As explained by Dara McMahon, Aer Lingus’s director of marketing and digital experience, the airline’s new logo retains but restyles the famous shamrock – customer survey results indicated that this was an untouchable in the rebrand process.
However, the logo has been tilted – to symbolise dynamism and speed, according to creative consultancy Lippincott who led the rebrand – with heart-shaped leaves to reflect Irish warmth and hospitality.
The new website design and new app design went live today and all guest touchpoints, from check-in to boarding gate and on to the aircraft including staff uniforms, will be rolled out across the next few months. The changes include a new logo font, diodrum, and a new primary colour, teal.
The refresh is part of Aer Lingus’s drive to become “the leading value carrier across the North Atlantic”, the team announce. As such, the airline’s fleet is slated to grow from 17 to 30 aircraft by 2023. Aer Lingus plans to grow its A330 fleet to 16 aircraft (from 13 in 2017) and invest in 14 new A321LRs to provide capacity for growth across the Atlantic and within Europe.
The new liveried Airbus A330 will take to the skies for the first time tomorrow, Friday 18 January. Flight EI105 will be met by a reception in John F. Kennedy International Airport, while Heathrow Airport will welcome the new liveried Airbus A320 on Monday when it makes its first appearance in the UK.
“International success story, built on hard work, enterprise and commitment”
Sean Doyle, CEO, Aer Lingus said: “Aer Lingus is a modern Irish international success story, built on hard work, enterprise and the commitment of our people. We’re delighted to unveil our brand refresh today, which comes more than 20 years after Aer Lingus last invested in new livery.
“The refreshed brand reflects an airline that connects those living in Montréal to Marseille; in Berlin to Boston; as well as those living in Cork to Croatia. The benefit for Ireland of being at the fulcrum of such connections is considerable and we in Aer Lingus are determined to realise this potential for Ireland.
“We are aware of challenges facing the modern industry and thus investment in our new brand identity and livery; our new uniforms which will be unveiled later this year; and our fleet expansion are considered investments in the future of Aer Lingus to enable us realise our ambition to be the leading value carrier across the North Atlantic.”
Mike Rutter, COO, added: “The Aer Lingus brand has evolved significantly over the last number of years. Since 2015, we’ve invested significantly in our business, improving our value proposition and overall guest experience and becoming Ireland’s only four-star airline.
“Innovations that we have introduced include the roll-out of WiFi on our A330s, automated check-in and bag drop at Dublin Airport, Business Class improvement with fully lie-flat beds and economy catering upgrades. We’ve also enhanced our performance to become the most punctual airline at Dublin Airport.
“We conducted extensive guest research across Ireland, Europe & North America to inform every key stage of the process to ensure that the brand revealed today is reflective of our value carrier positioning. This research confirmed the importance of our shamrock – the Irish emblem has been at the heart of the Aer Lingus brand for more than 80 years, and we made the shamrock ‘hearts’ more pronounced to reflect our hospitality and service.”