Emirates has unveiled an update to its livery to the public after it leaked online yesterday.
In this latest design, the UAE flag on the Emirates tailfin is much more dynamic and flowing with a 3D-effect artwork, and the wingtips have been painted red with the Emirates logo in Arabic calligraphy “popping” out in reverse white.
Passengers onboard with a window view will see the UAE flag colours painted on the wingtips facing the fuselage.
The signature gold “Emirates” lettering across the main body in English and Arabic is also bolder, and 32.5% larger.
On the aircraft belly, Emirates has retained its iconic red branding which it introduced in 2005. The website URL “Emirates.com” has been dropped from the design.
This is the 3rd iteration of Emirates’ official aircraft brand colours. The original livery unveiled with the airline’s launch in 1985 had its first refresh 14 years later, with the delivery of Emirates’ first Boeing 777-300 at the 1999 Dubai Airshow.
Below is how the livery has evolved over time
Sir Tim Clark, President of Emirates Airline, said
“Aircraft livery is the most instantly recognisable brand real estate for any airline. It’s a visual representation of our unique identity, something we wear proudly, and display in all the cities we fly to around the world. We’re refreshing our livery to keep it modern, without losing the key elements of our identity such as the UAE flag on our tailfin and the Arabic calligraphy.”
The first aircraft to sport Emirates’ newest livery is A6-EOE, an Airbus A380, which has rolled out of Emirates Engineering this week after its makeover. Its first deployment will be to Munich on 17 March as flight EK51.
The new livery will be gradually applied across the rest of the existing Emirates fleet with 24 aircraft, including 17 Boeing 777s, expected to sport the refreshed livery by the end of 2023.
All new Emirates aircraft, from the first Airbus A350 entering the fleet in August 2024 will be delivered in this new livery.
Evolving the brand
Livery changes don’t happen every day (especially when it is the main livery that is changed by an airline), as in many cases – it carries your brand.
Whilst Emirates does tweak around the edges with promotional liveries, the main livery has been a core part of the airline.
It’s also a sign that sometimes, you don’t need to advertise your website on aircraft anymore – when your aircraft is a billboard itself and people can just search for the name – and your SEO is good enough to be on the first page.
For those with more than a passing eye, the livery will be a familiar sight on the ground and in the air, even with its new 3D-look.
All Images, Emirates.
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I generally like it, although the further increase in the “billboard” title is a bit much. Then again, so much of Emirates is “a bit much” that it fits with the brand.