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.

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:

Reach new heights in aviation
November 12 in Dallas
See Who's Onboard

Have a confidential tip for Skift? Get in touch

Tags: branding, iberia, spain

Photo credit: Iberia's new livery replaces red and yellow stripes with a white body. Iberia Airlines

Up Next

Loading next stories