The airline’s new look was designed by branding and design firm Lipincott, which also redesigned United’s and Delta’s rebranding.
Color was key to the rebranding and the airline describes the pallet as, “the Avianca red, a dark red which is the essence of TACA Airlines, the orange that represents the union of the companies, and a variety of grays to complement these colors.”
The blog Design Air keenly observes the similarities between Avianca’s symbolic Condor logo and American Airlines’ new logo, which give two airlines the misleading appearance of being sister companies.
The uniforms designed by renowned Colombian designer Álvaro Reyes will outfit 13,000 staff.
Two new ads released as part of the redesign are embedded below: