The airline’s rebranding makes the skies a little friendlier, more fun – and more British.
Virgin Atlantic – in collaboration with London’s Circus and johnson banks – has spent the past year and a half refreshing its brand identity via a rebranding effort. The ‘high quality, value for money’ airline wanted to capture it’s distinctly British and dynamic, innovative personality – as well as to stand out and be noticed both on the ground and in the air. Michael Johnson, Creative Director at johnson banks, articulated some of the key challenges that the new identity needed to consider:
“Firstly, some early livery designs that used the full name ‘Virgin Atlantic’ very large on the fuselage were very well received – a clear indication that the company wanted to return to calling itself by its full name. Secondly, there were logistical issues with the previous logo and symbol that made use of it problematic. Thirdly, the overall house style that had been in place for over a decade needed a typographic refresh and more consistency, so it could be applied from a myriad applications, from airport banners and bag drop signs, to tiny applications on iPhones and aggregator sites.”
The ultimate identity will be applied to across all respective elements that comprise the brand experience – from in-flight collateral and signage to the website, integrated advertising elements and of course – the plane itself. Needless to say, the process of rebranding a 747 is no small feat. Johnson banks developed a time-lapse video of the impressive, rather intimidating process of refreshing the look of a Virgin Atlantic 747.