The design, created by the in-house team led by Virgin head of design Luke Miles, uses the existing Virgin Atlantic font introduced in 2010 under the Virgin Atlantic rebrand by Johnson Banks and the Virgin Atlantic brand design team led by Nina Jenkins, senior brand design manager.
The new logo delineates the Little Red name in lower-case red lettering, forming an identity that Virgin describes as ‘cheeky and playful’.
Virgin says, We own ‘red’ as a colour and an attitude, it’s true to our values but by providing our domestic services with a point of difference it safe guards our long haul brand, helping to set an expectation that the experience will be great but different.’
It adds, ‘This brand identity allows the new services to have the same DNA as Virgin Atlantic, benefiting from the huge brand presence Virgin Atlantic carries, whilst allowing us freedom with the product and suggesting the nature of the offering (UK domestic) and the experience (simple and efficient).’
The branding will be shown across all touch points including online, printed and marketing materials and the flight livery.
The livery design for Little Red is an adaptation of Virgin’s long haul livery for the smaller A320 aircraft, and features a ‘specially created flying lady wearing a little extra for the cooler British climate’, according to Virgin. The cabin interior design features leather seats and soft ambient lighting.
There will be 26 daily flights between London Heathrow and Manchester.
The service will launch on launch on 31 March in Manchester, 5 April in Edinburgh and 9 April in Aberdeen.