Aerolineas Argentinas gets a makeover - but is it more than skin deep?

Argentina's much-maligned flag carrier Aerolineas Argentinas is taking what it hopes is another step in its reinvention as a new world carrier with a new image.

Created by well-known branding agency FutureBrand, the new look is long overdue.

I attach the PR blurb about the rebranding below, which contains all the usual rebranding language: in itself an entertaining read. I particularly like this bit: "The old institutional typography has been replaced by a more modern, lightweight and agile one, which preserves the traditional italic writing, symbol of the progress and optimism that represents this new phase." Quite.

More importantly, what we want to really know is whether this lick of paint is only really skin deep, and that underneath it is really the same old, loss-making, legacy, Latin basketcase.

This recent Airline Business article shows what they are trying to do on the strategy front.

Tell me what your views are either via the comments or direct to mark.pilling@flightglobal.com

Aerolíneas Argentinas, the national flag carrier, prepares itself to launch a fully renewed image

The new brand image preserves some of its historical elements, though with slight
adjustments, that position the company amongst world class airlines: the condor, par excellence symbol of the airline, has been redrawn, styling its strokes and providing greater
purity to its shape.

Also, the distinctive blue color of the company has been replaced by a light blue, which is closer to those of the national flag, enhancing its presence in its application on the aircrafts of the new fleet.

The old institutional typography has been replaced by a more modern, lightweight and agile one, which preserves the traditional italic writing, symbol of the progress and optimism that represents this new phase.

"Aerolíneas Argentinas proudly presents its new image, having now regained confidence, regularity and timeliness and also increasing the number of frequencies as well as
improving its service.

"That is why we propose to believe again, and once more raise the values that made us a world class airline" said Mariano Recalde, its President, adding that implementation of the new identity system will be implemented gradually, following the times for the replacement of supporting materials.

To address this change, the airline worked with FutureBrand, a global branding consultant company that participated, with other competitors, in the bidding process and resulted
winner.

FutureBrand is recognized for having been responsible for renewing the corporate identity of high-profile airlines such as British Airways, Air Canada, South African Airways, LAN and Avianca.