Skift Take
Iberia's new image is just one part of its major restructuring that's giving the carrier a chance to survive amid growing competition from low-cost airlines and setbacks from a still struggling Spanish economy.
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- Iberia’s new livery is a cleaner design, but its primary colors remain red and yellow to represent the Spanish flag.
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- Iberia’s previous livery feature red and yellow stripes across the entire body of the jet.
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- Iberia’s new logo features a fancy iteration of the old ‘B’. Red and yellow remain the brand’s only colors.
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- Iberia’s previous logo featured a more traditional ‘B’.
Spain’s flag carrier Iberia Airlines released the first official images of its new logo and livery this morning. The new brand will be added to new staff uniforms, in-flight design elements, and advertising materials. It will also gradually be incorporated to the design of the carrier’s main terminal at Madrid Airport.
The brand’s primary colors are red and yellow and remain the focal point of the redesign. However, the red and yellow stripes that run across Iberia planes have been removed prompting critics to argue that the airline is moving away from its Spanish roots.
The loss-making Iberia is in the middle of a restructuring and it’s already seen improvements after cutting staff and routes. The airline’s losses dropped from $125.5 million in Q2 of 2012 to $47.6 million in Q2 of 2013. This helped parent International Airlines Group return to an operating profit in the second quarter of 2013.
The first jet to sport the new livery, an Airbus A330, will fly in mid-November.
A full overview of the new branding with an explanation in Spanish can be seen in the video below:
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Photo credit: Iberia's new livery replaces red and yellow stripes with a white body. Iberia Airlines