Qantas, branding, marketing, Lufthansa, KLM, United Airlines, livery, design, dreaming, dots, events, special, one-off
Qantas

Airlines use custom liveries for special events

Qantas, United, KLM and Lufthansa have all revealed eye-catching new livery designs recently.

Airlines’ liveries are a key part of their branding and marketing efforts and can also be used to celebrate key milestones, catching the eye with special one-off designs, the US broadcaster CNBC reports.

One recent example is Qantas’ dotty aboriginal design on the occasion of taking delivery of its new Boeing 787-9 Dreamliner. It was based on ‘Yam Dreaming’, a painting by the late indigenous artist Emily Kame Kngwarreye.

The red and white livery has almost 5000 dots, and this is also only the second time that the airline’s famous flying kangaroo – usually on the tail – has been altered into becoming part of a special painted design.

United Airlines, meanwhile, celebrated the last flight of its Boeing 747 with a special livery featuring the ‘Friend Ship’ design used on the plane’s first flight.

Similarly, when KLM retired its final Fokker last October – a staple of the airline in its near-100-year history – it designed a special livery with a portrait of the aviation pioneer Anthony Fokker.

Elegant lines
When Lufthansa unveiled its first new livery in almost 30 years a month ago, it was part of a larger brand update “against the backdrop of digitalisation and changing customer requirements”.

Shown first on a Boeing 747-8 and on an Airbus A321, the new logo no longer features its familiar yellow, instead focusing on a simpler blue-and-white design, with the signature crane, but with a thinner ring the airline says is more elegant.

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