Emirates unveils new signature livery for its fleet
Aircraft livery is indeed a crucial part of any airline’s branding and serves as a powerful marketing tool. It is often the first thing that passengers and the public notice about an airline, and it plays a vital role in shaping their perception of the brand. A well-designed livery can convey an airline’s values, personality, and story, making it instantly recognizable and memorable.
Refreshing an airline’s livery is a common practice to keep up with changing trends and to stay modern and relevant. However, it is also essential to retain key elements that represent the airline’s identity, such as the UAE flag on the tailfin and the Arabic calligraphy in this case. This helps to maintain brand recognition and reinforces the airline’s connection to its cultural roots.
The signature gold “Emirates” lettering across the main body in English and Arabic is also bolder, and 32.5% larger. On the aircraft belly, Emirates has retained its iconic red branding which it introduced in 2005. The website URL “Emirates.com” has been dropped from the design.
This is the 3rd iteration of Emirates’ official aircraft brand colours. The original livery unveiled with the airline’s launch in 1985 had its first refresh 14 years later, with the delivery of Emirates’ first Boeing 777-300 at the 1999 Dubai Airshow.
Emirates’ original livery in 1985 was designed by UK design company Negus & Negus. All of the airline’s subsequent aircraft colours were created by its inhouse design team. Over the years, Emirates’ numerous colourful and eye-catching aircraft livery have included bespoke designs to drive sponsorship brand association, and for special occasions such as the UAE’s 50th Jubilee livery, and Expo 2020 Dubai.