Oneworld carrier Finnair has formally unveiled a new livery for its fleet, featuring a largely silver-white colour scheme and much bolder branding titles on the fuselage.
Finnair says the revamp is part of its 'Vision 2020' business plan and will be introduced from January, along with an overhaul of its service principles.
The carrier, which has been struggling to overturn losses, says the cost of the new look is around €10 million ($13 million) although it says the renewal "would, in any case, have taken place in the next few years".
Finnair's long-haul fleet will be painted in 2011 and all its aircraft will be finished in 2013.
"The blue-and-white colouring has been preserved, but the modern look is lighter than before, with white and silver complementing the distinguished dark blue of the logo," says the airline.
Advertising agency SEK&Grey assisted Finnair with the new design. Finnair says that the name and the 'F' logo, which features on the vertical fin, have "been an effective combination for decades" but that the new scheme means they play "a more dynamic and modern role as distinct elements".
Finnair's visual changes will include the look of the interior cabin as well as uniforms and service areas.
"Our clientele changes continually and expectations of our service and identity change accordingly," says Finnair chief Mika Vehvilainen.
"We want to enhance our attractiveness as a company not only among our Finnish customers but also in the Asian and Central European markets."
Source: Air Transport Intelligence news