Aer Lingus modernises its brand to compete on the international stage

Aer Lingus reveals new logo and branding

Aer Lingus has unveiled a refreshed brand with updated logo and new aircraft livery, reflecting the airline’s position as a modern and contemporary Irish brand that competes on the international stage.

The new identity supports the airline's ambition to be the leading value carrier across the North Atlantic, according to a release.

The logo retains but restyles the brand's shamrock, adding a slight tilt to symbolise 'dynamism and speed', while heart-shaped leaves reflecting the 'warmth and hospitality' of the brand. Guests will see four shamrocks on the new Aer Lingus aircraft livery. The first is within the new logo, the second sits on the tailfin, a third welcomes guests at the door, and a final surprise on the wingtip is in prime position for capturing on social media.

Aer Lingus tasked creative consultancy Lippincott with creating a brand that would reflect the radically different airline it had become, yet preserve the emotional bond with Ireland that it has always had. The agency used to brief as an opportunity to drive reconsideration among new audiences to support the airline’s ambition of being the leading value carrier across the North Atlantic.

The Aer Lingus logo font has changed to ‘diodrum’ and the dominant colour is teal. The body of the new look Aer Lingus aircraft will be white with a teal-coloured tail and engines, bringing a contemporary feel to the design.

The update will be visible across all guest touchpoints, from check-in to boarding gate and on to the aircraft. More than 50 shamrock designs were considered as part of the brand refresh process.

The refresh is part of the airline’s growth plan which will see Aer Lingus increase its North Atlantic fleet from 17 to 30 aircraft by 2023. Overall, 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.

Sean Doyle, chief executive officer, 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 brand livery, and reflects our position as a modern, contemporary airline.”

The new liveried A330 aircraft will take to the skies for the first time on Friday 18 January.

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