Austrian Airlines has made this announcement:
โข Adaptations to the branding to fulfil demands of the digital world
โข Logo more easily and clearly recognizable on mobile devices and smart watches thanks to small adjustments
โข Adjustments in the digital domain will be gradually transferred to the entire brand environment, also on aircraft.
โข First visible sign: the new Boeing 777 OE-LPF at its first appearance in Vienna in May 2018
Austrian Airlines is making itself fit for the digital world and is further developing its branding. Small-scale adjustments are being carried out against the backdrop of the planned relaunch of the Website and the app at the turn of the year 2018/19 as well as the stronger Internet presence being planned. The aim is to meet the demands of the digital world and thus be more modern. โDigitalization is changing our lives. Our products, our brand and our company are also making themselves fit for the digital future. The realignment of our branding is another important step in this directionโ, explains Andreas Otto, Member of the Management Board and CCO of Austrian Airlines.
Adjustments to the logo
The focus is on a slight adaptation of the logo. Both core elements of the brand image, namely the chevron and the wordmark โAustrianโ are being modernized to enhance their effect. This will particularly increase the long-distance effect on aircraft and billboards. In the meantime, 80 percent of Internet use takes place on a mobile basis. For this reason, particular attention is being attached to ensure that the logo is more easily and clearly recognizable on mobile devices and smart watches.
The brand values of individuality, competence and Austrianess will remain untouched. The typical โAustrian Airlines redโ, which comprises the characteristic element of the airlineโs branding, should be used in a more targeted manner as a distinguishing feature to set it apart from other airlines. At the same time, the logo should be deployed in a controlled and charming manner.
The visual appearance of the fleet
Adjustments made in the digital domain will be gradually transferred to the entire brand environment of Austrian Airlines. Accordingly, all customer touchpoints and the entire signage on the airports will be adapted. The livery of the fleet will also be gradually adjusted as soon as a new painting is anyway needed for the respective aircraft.
Showdown for the new Boeing 777 OE-LPF
The first aircraft to feature the new livery will be the new Boeing 777 OE-LPF, which can initially be viewed in Vienna at itยดs arrival in May 2018. The long-haul aircraft is currently in Hong Kong, where it is being modified and adapted to fulfil the standards of Austrian Airlines.
On balance, it will take about seven years until all Austrian Airlines aircraft will have the new livery. 18 out of a total of 82 aircraft in the airlineโs fleet should feature the new livery when the summer flight schedule for 2019 takes effect.
The primary new features of the aircraftโs exterior design: the empennage will be optically enlarged by expanding the red area from the empennage downwards across the fuselage. In this way, the logo is more dynamically highlighted and shown to be bigger. The wordmark โAustrianโ in the front area of the fuselage is also displayed over a larger surface area and thus be clearly readable from far away. In the future the jet engines will be painted in a resplendent white. As a result, the chevron and wordmark โAustrianโ will be visually highlighted in a more charming manner. The typical Austrian salutation โServusโ will remain on the aircraft belly.
Austrian Airlines will include two new long-haul destinations in its portfolio starting in 2018. As of May 15, 2018, it will offer up to five weekly flights to Tokyo, and also fly to Cape Town twice each week effective October 27, 2018. The airline will operate a Boeing 777 for both flights. The new destinations are made possible by the addition of a โTriple Sevenโ, as this wide-bodied aircraft is called in the aviation business. Austrian Airlines will integrate the new jet in its long-haul fleet in 2018.
The Boeing 777 aircraft has a seating capacity of about 300 seats. At present, Austrian Airlines operates six Boeing 767 and five Boeing 777 jets in its long-haul fleet. The additional Boeing 777 increases its long-haul fleet to a total of twelve aircraft.
In addition to Economy and Business Class, passengers will also already be able to fly in Premium Economy to the new destinations (but first bookable as of September 2017). Starting this autumn, all long-haul aircraft will be gradually remodeled to enable the installation of Premium Economy seats. Passengers flying in โPremium Ecoโ have their own seats featuring a larger reclining angle, more seat spacing and a broader seating surface. Moreover, the screen for on-line entertainment is bigger than in the Economy Class, and catering is upgraded.
Flights from Vienna to Tokyo will only be offered in the summer flight schedule on Mondays, Tuesdays, Wednesdays, Fridays and Sundays. The flight duration to Tokyo at a distance of more than 9,100 kilometers is about 11 hours.
Flight service from Vienna to Cape Town will only be offered in the winter flight schedule on Tuesdays and Saturdays. The flight time from Vienna to Cape Town is about 11 hours 25 minutes. Tickets can be booked starting on October 27, 2017.
Images: Austrian Airlines.
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