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Japan Airlines builds brand identity with new uniforms to match aircraft livery

@SamShankman

Dec 26, 2012 1:45 pm

Skift Take

JAL’s new look is more conservative than the edgy Banana Republic uniforms that Virgin America unveiled this summer, but helps build brand identity amidst growing competition in the Asian aviation market.

— Samantha Shankman

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Benjamin Thompson  / Flickr.com

A Japan Airlines plane sits on the tarmac of Guarulhos Airport in Sao Paulo, Brazil. Benjamin Thompson / Flickr.com


JAL Group released the first images of its new corporate uniforms earlier this week. The navy blue and red outfits will be worn by more than 26,700 staff, including Japan Airlines’ flight crew, cabin attendants, and various ground staff starting in the first half of 2013.

The new uniforms were designed to match the JAL’s livery as well as incorporate JAL’s corporate color, red, and its logo. The new uniforms will help JAL Group cut costs a bit as the consolidated design that will be used for employees at the company’s three airlines, domestic feeder services, and cargo services.

The airline’s current navy blue uniforms were designed in 2004 after Japan Airlines and Japan Air System Co. merged their passenger and cargo operations to create Japan Airlines International.

Here’s a look at the uniforms men and women:

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