Refreshing Airline Liveries: How Airways Are Elevating Their Brand Image

Ever spotted a plane so striking you had to take a second look? Airlines worldwide are shaking things up, unveiling fresh, bold liveries that go beyond aesthetics—they tell a story, mark a milestone, and redefine corporate identity. But why are airlines investing in a brand refresh now? Is it just a trend, or is there a bigger strategy behind it? 

Let’s see how Wizz Air, ITA Airways and Emirates have recently updated their themes and what this means for the airline industry.

1. Wizz Air’s Special 20th Anniversary Aircraft Liveries: A 2024 Brand Refresh

In July 2024, Wizz Air, a leading low-cost airline, introduced a special Airbus A321neo livery to celebrate its 20th anniversary. The aircraft, registered as 9H-WNM, joined the Wizz Air Malta fleet, servicing nearly 200 destinations.

Unlike the airline’s standard magenta and blue branding, this anniversary livery features a bold, nature-inspired design created by Éva Kerényi, the winner of Wizz Air’s global design competition. The green leaf patterns intertwined with the airline’s signature colors symbolize Wizz Air’s commitment to sustainability and growth.

Why it matters:

• Brand Engagement: The competition allowed passengers and fans to participate in shaping the brand’s future.
• Sustainability Message: The leaf elements subtly highlight Wizz Air’s eco-friendly initiatives.
• Visual Impact: The design stands out in the sky and at airports, reinforcing brand recognition.

2. ITA Airways Honors Alitalia’s Legacy: A New Livery Reflecting Airlines’ Change

ITA Airways was founded in October 2021, replacing Alitalia, after the Italian government shut down the financially struggling airline. 

In February 2025, ITA Airways, introduced a special “Inspired by Alitalia” livery on three of its newest aircraft:

• Airbus A350 – First flight: Rome Fiumicino to Tokyo Haneda (February 15, 2025)
• Airbus A321neo & Airbus A220-100 – Will be the next two in Summer 2025.

This limited- edition livery pays homage to Alitalia’s classic green-and-red tail design, a familiar sight for decades. ITA Airways, while striving for a modern brand identity, recognizes the emotional connection many Italians have with Alitalia’s heritage.

Why it matters:

• Cultural Significance: It preserves the legacy of Italy’s aviation history.
• Marketing Strategy: The nostalgic design appeals to longtime Alitalia passengers.
• Brand Transition: ITA Airways blends old and new elements to maintain loyalty while modernizing its image.

3. Emirates’ NBA-Themed Airline Livery: Refresh for Brand Visibility

Emirates, known for its striking gold-and-red liveries, took a bold step in October 2024 by unveiling a new, all-blue Airbus A380 design to celebrate its partnership with the NBA.

The entire fuselage is painted in an eye-catching blue gradient, featuring:

• A massive NBA logo on the tail
• The Emirates name in red, instead of its traditional gold
• A subtle basketball pattern across the body
• Red engine covers with elegant white calligraphy

The livery was painted over 24 days by the Emirates Engineering Aircraft Appearance Centre and now flies on major international routes.

Why it matters:

• Global Sponsorship: Reinforces Emirates’ presence in the sports world.
• Unique Branding: Blue is not a typical Emirates color, making the livery stand out.
• Social Media Buzz: Fans and passengers are sharing photos, increasing organic marketing reach.

4. Why Are Airlines Investing in Livery Updates?

Updating a livery isn’t just about aesthetics—it’s about strategic positioning, marketing, and brand evolution. As airlines compete for passenger attention in an increasingly crowded aviation market, liveries remain a powerful tool for brand recognition and customer engagement.

What’s Next?

With more airlines adopting creative liveries, we can expect even bolder and more dynamic aircraft designs in the coming years. From eco-friendly paints to interactive augmented reality liveries, the future of airline branding is exciting and ever-evolving.