Johnson Banks was appointed last year to review house style, livery and identity after Circus was hired in 2008 to review brand values.
Michael Johnson, creative director at Johnson Banks, says his work has concentrated on the visual brand and Circus’ work on the verbal brand.
Different iterations of the new identity have been worked up for in-the-air and on-the-ground touchpoints and across economy, premium economy and upper class flight categories.
‘The livery is now written down the entire fuselage,’ says Johnson. The design will appear on the company’s 38 aircraft. Previously, the identity only appeared on the front end of the fuselage, but it is now also on the undercarriage of the plane.
A specially developed paint gives the purple livery a highly reflective metallic effect, Virgin says.
Red winglets carrying the Virgin name have been made visible to passengers on board and the ‘flag-carrying lady’ has been adapted, with a ‘subtle cosmetic makeover and enhanced detailing,’ Virgin says.