Virgin Atlantic Unveils New Livery and Brand Identity

Virgin Atlantic has unveiled a new aircraft livery and brand identity.

The new design which will be applied to all of the company’s 38 aircraft, signage, communications and advertising was showcased on Thursday on one of Virgin Atlantic’s Boeing 747-400 aircraft G-VROC.

The Virgin Atlantic name, previously on the front end of the fuselage is now emblazoned large across the whole of the aircraft in a fine custom drawn font. In addition, the undercarriage of the aircraft now features the new Virgin Atlantic logo in dark purple – making the aircraft more easily identifiable when taking off and landing. The winglets are now red with the Virgin script on the inner side, visible to passengers on board the plane.

The new livery uses an entirely new paint system which has been specially developed to achieve a highly reflective depth of metallic colour.

The painting process has been simplified, using fewer maskings and applications for a drastic reduction in materials used. Over 450 litres of paint was used and took over 3,000 – 3,500 man hours to paint. The new paint is also more durable so aircraft will only require re-painting once a decade.

The iconic, flag carrying flying lady, who appears on all Virgin Atlantic aircraft, has been rejuvenated with a subtle cosmetic makeover and enhanced detailing – now fluttering a larger Union Jack.

"We’re a dynamic and innovative British company and our new livery will really make us stand out from the crowd, both in the sky and on the ground at airports all over the world," said Steve Ridgway, Chief Executive of Virgin Atlantic. "Despite the most challenging economic conditions that we have encountered for some time, this is just one of many design projects that Virgin Atlantic has invested in. We have been working behind the scenes with British designers to re-ignite our brand and are developing new designs for the entire fleet of A330s due to come into service next year."

London brand agency Circus was commissioned in 2008 to review and refine the Virgin Atlantic brand values. The new livery and logo were developed by design consultancy, Johnson Banks, in collaboration with the in-house brand design team, led by Joe Ferry and Nina Jenkins, and was created using the brand values defined by Circus.

The last time Virgin Atlantic launched a new livery and corporate identity was in 2005.

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