ROME (5 June 2015) – Italian flag carrier Alitalia has embarked on the next phase of its evolution as a rejuvenated global airline by introducing a new brand identity, including a fresh new livery, which aims to position the famous airline as a leader in innovative and sophisticated flying, and to represent the best of Italy on the world stage.
Leading design consultants Landor were commissioned to create a young and seductive new look to represent the airline’s ambitions, utilising the design elements of the airline’s previous iconic livery, which was also created by Landor in 1969.
Silvano Cassano, Alitalia chief executive officer, said: “The pride we hold for Alitalia is palpable. From today on, 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.”
To reflect longevity and the airline’s illustrious history, 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—a bold statement of the heights the airline is striving to reach and its enviable experience in the field of aviation.
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