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Austrian Airlines Launches Updated, Modern Branding And Livery

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Austria's flag carrier Austrian Airlines launched updated brand language and a new livery for its fleet of aircraft this week. The moves are apparently centered around helping the airline better participate in the digital age. Austrian's trademark logo, seen below rendered onto an aircraft, will be adjusted to better fit on mobile screens while the wordmark is also being modernized to appeal to a younger audience.

“Digitalization is changing our lives. Our products, our brand and our company are also making themselves fit for the digital future. The realignment of our branding is another important step in this direction,” said Andreas Otto, Member of the Management Board and CCO of Austrian Airlines in a release.

Initially, the brand overhaul will live on Austrian's digital properties including its website and mobile apps. After those settle in, airport branding and signage will be converted while a rolling update will eventually flow through the airline's entire fleet of over 82 aircraft. In May of this year, the first aircraft to be updated will be one of the carrier's flagship Boeing 777s, which is rendered below in the final livery.

Austrian Airlines

Austrian's effort follows a similar move by the airline's neighboring and partner carrier Lufthansa. Last month, that carrier updated its branding and livery to adhere to a more simplified, minimal style. While many hailed the update as a good move towards modernizing the carrier, others – particularly those in the aviation industry – were apoplectic, calling the move shortsighted and uninspired.

In that vein, some have been unhappy with the new effort from Austrian. "This is really ugly. Looks like the new lufthansa livery in red. Sadly no uniqueness anymore. I wish you’d invest in something more sensible like the fleet or the cabins," complained one commenter on the airline's Facebook announcement.

Despite that grousing, many still seem to be in support of the new effort – and the airline seems to have avoided the widespread outrage that Lufthansa somehow received. Now, as the digital age continues to grow (already, 80% of internet traffic is driven by mobile browsing), Austrian's investment is well positioned to produce greater returns.

According to Austrian, it'll still take about seven years for the full fleet to be updated.