Eastern Airlines is back and has a new visual design and strategic positioning. As part of the iconic 'Big 4' airline's return to air for the first time since 1991, the first flight back is planned to go between Guayaquil, Ecuador and JFK on January 12th.
As part of Eastern Airlines return, strategic creative agency Mechanica, in partnership with brand strategy boutique Playbook Studio, developed a new brand identity, CEO letter, regional icons, visual identity, and website layout to better reflect Eastern Airlines revived, modern offerings.
When redesigning the logos, Mechanica also wanted to recognize the monumental shift that has occurred in air travel since Eastern first debuted, when air travel was a novelty and an exciting part of the experience. Today, travelers are more focused on the destination and the adventure that lies ahead. The new Eastern Airlines is not about flying, but about the places you’re flying to.
The new brand identity for Eastern Airlines is represented in the airline’s new main “map” logo, which bridges the old and new. The new logo is a dramatic departure from traditional airline design systems in that it flexibly serves to represent all cultures and is not tied to one geographical area. It incorporates the airlines’ original hues of dark blue, light blue, and golden yellow to represent water, sky, and the sun, representing the universal space we all share as global citizens when choosing to fly.
To highlight each unique destination the airline will service, Eastern will also have supporting logos and designs unique to each market, which were inspired by the local colors and geography of each individual market and created with input from the local flight crews in each market. For example, the three main rivers of Guyana and the colors of its national flag inspire its supporting logo for Georgetown, and will be incorporated into Eastern Airlines’ website, social media platforms, marketing materials and uniform accessories.
As a further nod to the past, the airline’s original “hockey stick” airplane image will be incorporated into the design system.