Irish airline takes new shamrock on board

The new identity for Irish state-owned airline Aer Lingus was unveiled yesterday (Wednesday) with design work by Luxon Carr.

The consultancy has been working on the project since April 1994 and has redesigned all aspects of the airline’s image, including new literature system, plane interiors and livery.

After extensive research, Luxon Carr based the identity around the theme of “modern Ireland at its best”, says consultancy founder Stuart Luxon. “The country has the youngest population in Europe, so being youthful, contemporary and lively needed to be part of the mix.”

The consultancy retained the shamrock motif of the original identity, but modified it substantially to “give a new, lighter feeling to the national symbol”, says Luxon.

The Aer Lingus logotype has been changed to complement the shamrock and to “be friendlier and more direct. It’s a marked improvement over the old generic, industrial typeface”, according to Luxon.

Plane interiors feature new carpets and refurbished seats in green, blue and gold colourways with a continuously woven calligraphic pattern. Fleet exteriors feature a darker green with lighter green and blue used for contrast.

A key aim was the need to reflect the culture and friendliness of the Irish people. “Research showed this to be a key competitive plus,” says Luxon.

The consultancy developed a system that was based on a calligraphic motif which runs across all manifestations of the identity.

The central motif is based on original writing from Irish literary giants – W.B. Yeats, James Joyce, Jonathan Swift, Samuel Beckett and Oscar Wilde.

“The handwriting of these writers is used to create a pattern which is both personal and distinctive. It reflects the Aer Lingus commitment to service and is a unique positioning that cannot be readily copied by other carriers,” says Luxon.

The new image will be rolled out progressively over the coming 18 months.