Austrian Airlines has unveiled “small-scale adjustments” to its logo, in an attempt to “meet the demands of the digital world”.
Unlike its sister carrier Lufthansa – which recently unveiled major changes to its livery but was then quickly forced to rethink the changes – Austrian has opted for subtle changes to its branding.
The airline’s trademark chevron and the Austrian wordmark have both been modernized, in a move which the carrier says will “increase the long-distance effect on aircraft and billboards”.
Austrian also said that as “80 percent of internet use takes place on a mobile basis”… “particular attention is being attached to ensure that the logo is more easily and clearly recognizable on mobile devices and smart watches”.
The before and after images show the changes to the logo, which Austrian says will debut on its new B777 aircraft which will make its first appearance next month.
The amendments include an enlarged tailfin livery, stretching down into the fuselage, aimed at making the tailfin logo appear larger, and the Austrian wordmark has also been expanded, to be “clearly visible from far away”.
The carrier said that its website and app would be relaunched at the start of 2019, with CCO Andreas Otto commenting:
“Digitalization is changing our lives. Our products, our brand and our company are also making themselves fit for the digital future. The realignment of our branding is another important step in this direction.”
In a press release the carrier said that:
- The brand values of individuality, competence and Austrianess will remain untouched
- The typical “Austrian Airlines red”, which comprises the characteristic element of the airline’s branding, should be used in a more targeted manner as a distinguishing feature to set it apart from other airlines
- The logo should be deployed in a controlled and charming manner
Austrian said that it would take around seven years for all of its aircraft to adopt the new livery, with 18 of the carrier’s 82 aircraft scheduled to feature the changes by the start of the summer 2019 flights schedules.
