Virgin Enterprises Limited, the brand management arm of Sir Richard Branson's Virgin Group, has submitted the above logo to be trademarked with the Australian government's brand management body, IP Australia, who only displays black and white versions of submissions. The Virgin Australia name has been registered as a trademark for an airline name and affiliated services and Virgin Blue has taken steps to adopt the name. Trademark 1420517 is a blend of the Virgin America and Virgin Atlantic logos with the Virgin Australia logo sporting Virgin America's rectangular tail logo and featuring Virgin Atlantic's typeface.
What is most unique about the logo is that the "Virgin" lettering in the tail logo appears in a dark colour, unlike the white Virgin lettering featured on the Virgin Atlantic and Virgin America tail logos. Also unique is that both sides of the tail feature subtle angled shading
that is lightest in the middle. The right side appears to have stronger shading than the left side. The America and Atlantic logos only have a slight gradient on the upper right edge. The shadow on the Australia logo carries some nuances as well: the shadow is the strongest
on the left side, uniform on the top and right sides, and absent on the bottom. The Atlantic logo has no shadow while the America logo has a uniform shadow except on the top right portions. The light gray rendering of "Australia" suggests silver or a red or purple colour lighter than those featured on the America or Atlantic logos will be used.
Update: The Raydon Design blog has worked to reverse the black and white image into colour. You can view their guess of the colour logo here.
Update: The Raydon Design blog has worked to reverse the black and white image into colour. You can view their guess of the colour logo here.
The alignment with Virgin Atlantic's visual identity has been expected, especially following Virgin Blue unveiling uniforms styled after the British carrier's dress.
It is understood Virgin Australia will be the brand for domestic operations while Pacific Blue, and possibly Polynesian Blue, will be folded into the V Australia brand. Earlier this week Virgin Blue chief executive John Borghetti re-affirmed his intention to reduce the number of brands in the Virgin Blue group, saying: "You won't see us, or you probably won't see us, move to one brand but I can guarantee a rationalisation."
Virgin Australia is expected to be officially unveiled on Wednesday 4 May in Sydney in the company of an Airbus A330-200 and Boeing 737 sporting the new livery designed by Hans Hulsbolsch and which was given a sneak peak earlier this month on an A330. The A330 had V Australia-like red bands around the engine cowlings and silver/gray registration marks like on the 777-300ER. Newly-deliveired 737 aircraft also feature the same silver/gray registration marks.
This past week month Virgin Blue is understood to have filmed in China ground and air-to-air footage for the brand's re-launch video advertisement. Filmed were the airline's first A330-200, VH-XFA, in the new livery (removed afterward) as well as Virgin Blue employees and Caucasian extras. A Virgin Blue spokeswoman did not return a call seeking comment.
A shame it wasn't Virgin Pacific - it would have enabled a rebrand across the group of airlines and better reflect the carrier's network. What does Virgin Australia have to do with the Samoan of New Zealand operations? And 'V Australia'? What a ridiculous name! It means nothing.