Launch of new Alitalia brand heralds a bright future for Italian aviation

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.

By increasing the number of primary colour tones used on the logo’s palette, the modernised livery now portrays greater depth and richness. Inspired in part by the striking lines on Formula 1 racing cars, striations have been added to the red triangular interior of the Alitalia “A,” creating a pinstripe effect which reflects exclusivity, attention to detail, and a strong focus on design. Aircraft fuselages will now be painted in a calm ivory, reflective of understated Italian style, and progressively banded rearward to create an impression of movement, speed and unhindered progress.

Alitalia identity rebrand

The new branding will be extended to the cabin décor of Alitalia’s fleet of modern Airbus, Boeing, and Embraer aircraft.

The airline is introducing new brand elements inspired and influenced by Italian craftsmanship and luxury automotive design, creating simple, clean, and stylish interiors. The stylised “A” appears subtly on cabin panelling and on soft furnishings such as curtains, headrests, and cushions. The vibrant and contemporary new designs will also feature on menu cards, onboard amenities, and on the branding of inflight programming and reading material.

Seats in Business Class will be upholstered in fine leather by Italian furniture-maker Poltrona Frau, intricately stitched, and reminiscent of the interiors of luxury sports cars. Lighter secondary colour shades are used to enhance the feeling of superior quality and elegance.

Peter Knapp, global creative officer at Landor, added: “The Alitalia brand is widely regarded as a design classic and is recognised throughout the world. Walter Landor was involved in the design of the project nearly 50 years ago and now is the time to evolve this enduring brand and update it for today’s market challenges. We have added a subtle sophistication to the design, to the interior and exterior of the aircraft, which connotes the style, passion, and craftsmanship of modern Italy.


“We knew we had to maintain the iconic ‘A’ tailfin but added subtle detailing to it, and to the rest of the fuselage to create more depth and dimension. The logotype too has been recrafted to align with the new styling. On the inside, the experience exudes a sense of Italian sophistication and glamour, referencing both design motifs from the Alitalia archives and also looking forward to modern design details.”

The airline’s creative new brand designs are also being implemented across all consumer environments including airport check-in counters, lounges, corporate signage, and to all its digital, print, and outdoor advertising channels, as well as its official website.

About Landor

As a global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.

Landor’s branding services include strategy and positioning, identity and design, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and digital and media design.

Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 27 offices in 21 countries, working with a broad spectrum of world-famous brands. Clients include Barclays, Bayer, BMW, BP, Diageo, FedEx, GE, Intuit, Kraft Foods, Procter & Gamble, Samsung, Singapore Airlines, and Taj Group.

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