Airbus is adopting an alternative interpretation of the ‘Neo’ brand on its re-engined jet family, marketing the term as “new environmental option”.

The airframer originally used the brand to mean “new engine option”, referring to the development of two new powerplants for the A320 family – the Pratt & Whitney PW1100G and the CFM International Leap-1A.

It has since extended the identity to the re-engined Airbus A330, for which Rolls-Royce will manufacture the Trent 7000.

But the airframer has been working the phrase “new environmental option” into recent briefings, referring to the reduction in emissions generated by the modernised engines.

It has also deliberately used the term in updates about Airbus Corporate Jets at the National Business Aviation Association convention in Orlando.

Airbus fought a long battle with the European Union’s Intellectual Property Office from December 2010 – when it launched the A320neo programme – for the right to register ‘Neo’ as a trademark.

Source: Cirium Dashboard