Emirates, the Dubai-based airline and one of the most well-known brands globally, unveiled a new iteration of their livery today. Here are some details.

Emirates unveiled a new livery.

Emirates launched operations in 1985 and, since then, has largely maintained the same livery with small refreshes over time. This is the third iteration of Emirates’ official aircraft brand colours. Emirates’ original livery in 1985 was designed by the UK design company Negus & Negus. All of the airline’s subsequent aircraft colours were created by its in-house design team. The original livery unveiled with the airline’s launch in 1985 had its first refresh 14 years later, with the delivery of Emirates’ first Boeing 777-300 at the 1999 Dubai Airshow.

In this latest design, the UAE flag on the Emirates tailfin is much more dynamic and flowing with a 3D effect artwork. The wingtips have been painted red with the Emirates logo in Arabic calligraphy “popping” out in reverse white. Passengers onboard with a window view will see the UAE flag colours painted on the wingtips facing the fuselage.

The signature gold “Emirates” lettering across the main body in English and Arabic is also bolder and 32.5% larger. Emirates has retained its iconic red branding on the aircraft belly, which it introduced in 2005.  The website URL “Emirates.com” has been dropped from the design.

The first aircraft to sport Emirates’ newest livery is A6-EOE, an Airbus A380, which has rolled out of Emirates Engineering this week after its makeover. Its first deployment will be to Munich on March 17, 2023, as flight EK51. It was carrying the UAE 50th anniversary livery before this and heading to the paint shop as the occasion had now passed. Here is a timelapse video of the aircraft being painted into the new livery

Sir Tim Clark, President of Emirates Airline, said

Aircraft livery is the most instantly recognisable brand real estate for any airline. It’s a visual representation of our unique identity, something we wear proudly, and display in all the cities we fly to around the world. We’re refreshing our livery to keep it modern, without losing the key elements of our identity such as the UAE flag on our tailfin and the Arabic calligraphy.

The new livery will be gradually applied across the rest of the existing Emirates fleet, with 24 aircraft, including 17 Boeing 777s, expected to sport the refreshed livery by the end of 2023.  All new Emirates aircraft, from the first Airbus A350 entering the fleet in August 2024, will be delivered in this new livery.

Over the years, Emirates’ numerous colourful and eye-catching aircraft livery have included bespoke designs to drive sponsorship brand association and for special occasions such as the UAE’s 50^th Jubilee livery and Expo 2020 Dubai.

Bottomline

Emirates has unveiled its new livery, the first significant redesign seen in 24 years and only the second redesign in the carrier’s 40-year history. The changes intend to bring about a more “modern” look for Emirates and perhaps might also have to do with the induction of the A350 later in the year.

What do you make of the new livery touches of Emirates?

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