The influence of business models and carrier nationality on airline liveries: an analysis of 637 airlines

The colours and design motifs that are applied to the world’s commercial aircraft fleet are one of the most visible and familiar expressions of an airline’s brand and corporate identity. Some logos, including Lufthansa’s flying crane and American Airlines’ Eagle, have existed in various forms for ov...

Full description

Saved in:
Bibliographic Details
Main Author: Lucy Budd
Format: Default Article
Published: 2012
Subjects:
Online Access:https://hdl.handle.net/2134/9884
Tags: Add Tag
No Tags, Be the first to tag this record!
id rr-article-9448589
record_format Figshare
spelling rr-article-94485892012-01-01T00:00:00Z The influence of business models and carrier nationality on airline liveries: an analysis of 637 airlines Lucy Budd (1257777) Other built environment and design not elsewhere classified Commercial airlines Airline liveries Corporate identity Built Environment and Design not elsewhere classified The colours and design motifs that are applied to the world’s commercial aircraft fleet are one of the most visible and familiar expressions of an airline’s brand and corporate identity. Some logos, including Lufthansa’s flying crane and American Airlines’ Eagle, have existed in various forms for over 80 years and have become iconic symbols of commercial flight whereas others have come and gone very quickly as new airlines have entered and left the marketplace. All airlines strive to develop corporate identities which not only convey the core essence of their brands in memorable, instantly recognisable, and culturally appropriate ways, but which also differentiate them from their competitors. One of the most visible and integral components of an airline’s corporate identity is the livery that is applied to its aircraft. However, despite the diversity and commercial importance of airline liveries, academic considerations of their form and content are rare. This paper reports on the findings of an in-depth visual content analysis of 637 global airline liveries. It identifies the most common design features and discovers that the use of particular colours, colour combinations, visual motifs, typefaces, and design characteristics vary both by the nature of an airline’s operation (whether full-service, low-cost, regional, charter, or cargo) and its geographic origin. The significance of the findings for current and future practices of airline marketing and corporate identity management is discussed. 2012-01-01T00:00:00Z Text Journal contribution 2134/9884 https://figshare.com/articles/journal_contribution/The_influence_of_business_models_and_carrier_nationality_on_airline_liveries_an_analysis_of_637_airlines/9448589 CC BY-NC-ND 4.0
institution Loughborough University
collection Figshare
topic Other built environment and design not elsewhere classified
Commercial airlines
Airline liveries
Corporate identity
Built Environment and Design not elsewhere classified
spellingShingle Other built environment and design not elsewhere classified
Commercial airlines
Airline liveries
Corporate identity
Built Environment and Design not elsewhere classified
Lucy Budd
The influence of business models and carrier nationality on airline liveries: an analysis of 637 airlines
description The colours and design motifs that are applied to the world’s commercial aircraft fleet are one of the most visible and familiar expressions of an airline’s brand and corporate identity. Some logos, including Lufthansa’s flying crane and American Airlines’ Eagle, have existed in various forms for over 80 years and have become iconic symbols of commercial flight whereas others have come and gone very quickly as new airlines have entered and left the marketplace. All airlines strive to develop corporate identities which not only convey the core essence of their brands in memorable, instantly recognisable, and culturally appropriate ways, but which also differentiate them from their competitors. One of the most visible and integral components of an airline’s corporate identity is the livery that is applied to its aircraft. However, despite the diversity and commercial importance of airline liveries, academic considerations of their form and content are rare. This paper reports on the findings of an in-depth visual content analysis of 637 global airline liveries. It identifies the most common design features and discovers that the use of particular colours, colour combinations, visual motifs, typefaces, and design characteristics vary both by the nature of an airline’s operation (whether full-service, low-cost, regional, charter, or cargo) and its geographic origin. The significance of the findings for current and future practices of airline marketing and corporate identity management is discussed.
format Default
Article
author Lucy Budd
author_facet Lucy Budd
author_sort Lucy Budd (1257777)
title The influence of business models and carrier nationality on airline liveries: an analysis of 637 airlines
title_short The influence of business models and carrier nationality on airline liveries: an analysis of 637 airlines
title_full The influence of business models and carrier nationality on airline liveries: an analysis of 637 airlines
title_fullStr The influence of business models and carrier nationality on airline liveries: an analysis of 637 airlines
title_full_unstemmed The influence of business models and carrier nationality on airline liveries: an analysis of 637 airlines
title_sort influence of business models and carrier nationality on airline liveries: an analysis of 637 airlines
publishDate 2012
url https://hdl.handle.net/2134/9884
_version_ 1802632353263124480