Etihad Airways has unveiled a new livery design, which will be introduced across its fleet.
Created by brand-consulting firm Landor Associates in partnership with Etihad Airways, the new livery draws on traditional Emirati design patterns, the landscapes of the desert and the geometric shapes found in the modern architecture of Abu Dhabi, according to the airline.
The new livery was unveiled on Etihad Airways’ first Airbus A380, which rolled out of the paint hangar at the Airbus Finkenwerder facility in Hamburg, Germany on September 25.
“Only a few months ago Etihad Airways unveiled the new cabin interiors for our A380 aircraft and we are now proud to show the world how this aircraft will look on the outside,” said James Hogan, president and chief executive officer of Etihad Airways.
“This is a real divergence from the norms of traditional airline livery design and will stand out in the sky and at every airport we fly to,” claimed Hogan.
The design pattern for the new livery is named ‘Facets of Abu Dhabi’. It uses a color palette which reflects the varying hues of the landscape of the UAE, from the darker sands of Liwa to the lighter colors seen in the Northern Emirates.
Development of the livery design involved researching design options amongst Emiratis and international travelers to help select the final ‘winning’ livery.
The national emblem of the United Arab Emirates is given prominence along the fuselage next to the Etihad name and the national flag is featured forward near the cockpit.
Etihad’s new design pattern is also a key feature of the new cabin interiors being introduced on Etihad Airways’ Airbus A380 and Boeing 787 aircraft, and is being rolled out across the airline’s corporate branding – from advertising to brochures to premium lounges.
“We used the ambient geometry present in the architecture and culture of the emirate and reinterpreted it with a sense of Arabian modernism which has become synonymous with Etihad and Abu Dhabi itself,” said Peter Knapp, global creative officer for Landor Associates.
Etihad Airways will take delivery of seven widebody jets in 2015 – four A380s and three Boeing 787-9s – as well as seven narrowbodies: one Airbus A320 and six A321s.
Abu Dhabi-based Etihad Airways, which celebrated its 10th anniversary in 2013, has also introduced unique liveries on several of its aircraft to mark special events and occasions.
These include an Airbus A340 and A320 in Formula 1 livery to celebrate the Formula 1 Etihad Airways Abu Dhabi Grand Prix. The airline also flies a Manchester City FC Airbus A330-200 painted in the Barclays Premier League club’s sky-blue colors, with the club’s name and crest clearly visible on both sides of the aircraft.
Etihad Airways’ first Airbus A380 will operate commercial services between Abu Dhabi and London Heathrow Airport from December 27. The airline’s two subsequent A380 deliveries in early 2015 will also service the route, making Etihad’s Abu Dhabi-London Heathrow service a three-times-daily A380 operation.
Later in 2015, Etihad Airways will begin operating A380s to Sydney and New York as the carrier receives its fourth and fifth examples. The airline has 10 of the superjumbo airliners on firm order.