Airline rebranding: when it's time to change the brand and how to do it right
Airline rebranding is not merely changing the logo on the fuselage for the sake of a pretty picture, but a strategic decision that directly affects passenger loyalty, flight profitability, and market position. In the article — 7 signs that a brand is due for an update, a step-by-step rebranding plan, an analysis of types (from evolutionary to umbrella), and cases from IrAero and Polar Airlines with specific figures. Let's examine the most common risks and how to avoid them from the start.
When airline rebranding is needed: 7 signs
Rebranding is the response to a specific business problem, not a PR gesture before the board of directors. Here are seven signs that it’s time for airlines to refresh their brand. 1. The brand does not evoke emotions. Passengers no longer remember the airline or distinguish it from competitors. If someone shrugs when asked "What airline are you flying on?" — the brand has stopped fulfilling its function. 2. Outdated livery. Heavy, featureless aircraft design loses to the concise solutions of competitors. Livery is a business card in the sky in the literal sense: it is seen on the ground, on displays, in social media long before boarding a flight. 3. Declining loyalty. The share of repeat flights is decreasing, and the loyalty program no longer delivers the previous level of returns. Passengers try other carriers and do not return — often not because of price, but because the brand no longer seems like a clear choice. 4. Entering new markets. The airline begins flying to other regions or countries, but the current brand image does not meet the expectations of the new audience. A regional carrier expanding into international routes usually needs a more universal visual language — local references in the name or design may not be understood outside the home region. 5. Mergers or fleet expansion. When several types of aircraft operate under one flag or different carriers are merged, a unifying brand is needed — a single system that connects all directions without erasing their specifics. 6. Legal issues. The trademark is not registered or is contested by third parties. Without registration, the brand is vulnerable: competitors may use similar names and branding elements, and proving priority in court becomes difficult. 7. Employees do not take pride in the brand.
Types of rebranding: from light to full
Rebranding differs in the depth of changes, and the choice here depends on goals and budget, not on the trend toward a particular style. Evolutionary rebranding — updating the logo, color palette and fonts without changing the name. Recognizability is preserved, but the brand looks more modern. Such a path was chosen by the airline company Polar Airlines: it updated its livery and identity, leaving the name and main associations untouched — the risk of rejection by regular passengers was minimal. Revolutionary (full) rebranding — everything changes: name, logo, positioning, livery, crew uniform, website, tickets, souvenirs. This approach was chosen by the airline company Iraero: transitioning from the previous visual to a modern brand that is now associated with reliability and comfort. Umbrella rebranding — creating a unified visual style for a group of airlines or directions. A holding company that unites several carriers develops a common identification system so that passengers can easily switch between flights within the group, recognizing the brand on any aircraft. Each type requires a different volume of work: evolutionary — from 3 months, full — from 6 to 12 months. But the result is evaluated equally — growth in recognizability, loyalty and revenue.
Stages of airline rebranding: step-by-step plan
Correct rebranding is a systemic process, not a series of fragmented decisions made by a designer and marketer. Here are eight steps that an airline goes through together with a branding agency. - Audit of the current brand. Passenger surveys, in-depth interviews with crew and management, competitor analysis, customer development. The goal of this stage is to understand what exactly is not working and why, not simply to document that 'the brand is outdated.' - Brand strategy development. Defining positioning, values, and brand archetype. At this stage, the promise that the airline makes to passengers is formulated. Gromov Branding uses its own speedrun methodology for rapid strategy development with a focus on implementation — without months of paper approvals that never reach the actual cockpit. - Naming (if required). If the name is changing, the new option is tested for registrability, memorability, and associative appeal among the target audience. - Identity creation. Logo, color palette, fonts, modular system. All elements must work equally well on the fuselage and on a boarding pass — differences in scale must not break recognizability. - Livery design. A separate complex stage: the livery must comply with aviation safety requirements (ICAO), look good on different types of aircraft, be technologically feasible for application, and durable under regular use. - Implementation across all media. Updating the website, mobile app, crew uniforms, tickets, in-flight journals, souvenirs. Repainting the fleet usually takes 1–2 years — this is normal and is planned in advance. - Internal rebranding. Employee training, presentation of the new brand, engagement of staff.
Risks of rebranding and how to avoid them
Any rebranding involves risks. Let's examine the main ones and ways to reduce them. Loss of recognizability. Loyal passengers may not accept the new brand immediately. The solution is a gradual migration: phased implementation, retention of key elements (for example, corporate color), communication of changes via email newsletters and social media until the full transition. Conflict with aviation regulations. Livery must comply with ICAO requirements, registration marks must remain readable under any lighting. The solution is to involve technical specialists at the design stage, not after the layout is approved. High costs for repainting the fleet. Repainting one wide-body aircraft can cost millions of rubles. The solution is a phased plan: first the flagship aircraft, which are most often featured in the frame, then regional ones. Negative reaction in social media. Passengers sometimes criticize the new design simply because it is unfamiliar. The solution is to test on focus groups before launch and prepare answers to likely audience questions in advance. Legal risks. The new logo may not pass registration at Rospatent. The solution is to check for registrability before finalizing the design. Gromov Branding provides a guarantee: if registration is refused, the agency will develop a new logo at its own expense and pay for the registration process anew.
Rebranding cases with numbers
One of the most indicative examples is the rebranding of the airline IrAero. Before the brand update, it did not inspire trust: the livery looked outdated, and passengers chose competitors under equal conditions. After full rebranding — including identity, livery, and positioning changes — the results appeared quickly: the company's turnover increased by 1,8 billion rubles, and marginal profit — by 112 million rubles. The growth did not happen on its own: the updated brand removed the barrier of distrust and aligned with product and service improvements, which delivered a measurable effect in revenue. The second example is Polar Airlines. The company chose an evolutionary path: it updated the livery and identity while retaining the name and core brand values. The result — increased recognition among passengers in the Far East and higher loyalty to the carrier, without the risk of losing the established audience. The overall conclusion from both cases: rebranding is not an expense item, but an investment that works under three conditions — a deep audience analysis, a clear strategy, and professional execution. Without one of these components, even an expensive rebranding risks remaining just a new picture on the fuselage.
How much does rebranding of an airline cost? The cost depends on the volume of work — an evolutionary variant will be cheaper than a full cycle with a name and livery change. The exact estimate is formed by the agency after a briefing; check the current price directly. How long does rebranding take? Evolutionary — 2–4 months, full — 6–12 months. Painting the entire fleet may take up to 2 years. Is it necessary to change the name? Not necessarily. If the name has strong associations with the audience, it is enough to update the visual and positioning without touching the naming. What to do with the old fleet of aircraft? Paint in stages, starting with flagship aircraft. The rest can fly in the previous livery until scheduled maintenance. How to avoid passenger backlash? Test the concept before launch, explain the reasons for changes through understandable communication, involve the audience in social networks before the official announcement. Is it mandatory to register a trademark? Yes — this protects the brand from copying and legal claims. It is better to check enforceability before launch, not after a similar name appears with a competitor. How to choose an agency for rebranding? Look at portfolios with cases in your niche, guarantees (e.g., trademark registration), and measurable results of already implemented projects — not just beautiful layouts. Rebranding of an airline is a slow and non-budget process, but necessary when the brand stops working for the business and starts working against it. If you recognize at least two of the seven signs above in yourself — this is a reason to start with an audit, not with a ready-made technical specification for a designer. Contact Gromov Branding — the team will help conduct rebranding with a guarantee of trademark registration.
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