Etihad Airways unveils new livery

Etihad Airways has unveiled its new livery design, which will be introduced across its fleet.
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Created by leading brand consultants Landor Associates in partnership with Etihad Airways, the new livery is inspired by traditional Emirati design patterns, the landscapes of the desert and the geometric shapes found in the modern architecture of Abu Dhabi.

The result is a striking and unique livery design which will present Etihad Airways as the airline of a progressive and innovative cultural hub, firmly rooted in its rich history.

The new livery was unveiled as Etihad Airways’ first A380 rolled-out of the paint hangar at the Airbus Finkenwerder facility in Hamburg, Germany.

James Hogan, President and Chief Executive Officer, Etihad Airways said: “Only a few months ago Etihad Airways unveiled the new cabin interiors for our A380 aircraft and we are now proud to show the world how this aircraft will look on the outside.

“The striking new livery also continues our commitment to breaking from convention and doing things differently. This is a real divergence from the norms of traditional airline livery design and will stand out in the sky and at every airport we fly to.”

The design pattern named ‘Facets of Abu Dhabi’ uses a colour palette which reflects the varying hues of the landscape of the UAE, from the darker sands of Liwa to the lighter colours seen in the Northern Emirates. The design development involved researching design options amongst Emiratis and international travellers to help select the final ‘winning’ livery.

The UAE national emblem is given prominence along the fuselage next to the Etihad name and the national flag is respectfully featured forward near the cockpit.

The design pattern is also a key feature of the new cabin interiors being introduced on Etihad Airways’ Airbus A380 and Boeing 787 aircraft, and is being rolled out across the airline’s corporate branding – from advertising to brochures to premium lounges. 

Peter Knapp, Global Creative Officer of Landor Associates, said: “Etihad Airways is undoubtedly a leading airline on the international stage and this new livery is a real step change in the industry. I believe there will be nothing like it on any apron in the world.

“It tells the remarkable story of this region and of Abu Dhabi’s past, present and future, providing a narrative for an innovative airline brand. We used the ambient geometry present in the architecture and culture of the emirate and reinterpreted it with a sense of Arabian modernism which has become synonymous with Etihad and Abu Dhabi itself.”

The entire Etihad Airways fleet of more than 100 aircraft, as well as those to be delivered, will be painted in the new livery during the next three years ensuring that the Facets of Abu Dhabi is seen across the world.

Etihad Airways will take delivery of seven wide-bodied aircraft in 2015 – four A380s and three Boeing 787-9s – and seven narrow-bodied aircraft – one A320 and six A321s.

Analyst Saj Ahmad commented: “As Etihad gears up to induct its first Airbus A380 into operation, the airline embarks on its second decade in operation with a glamorous new colour scheme that signifies a changing airline that is poised to further enhance its reach across the globe as well as providing customers with innovative and new products. The same premium cabin offerings will be found on Etihad's soon to be delivered first Boeing 787-9 too.

“As one of the fastest growing airlines in the world, Etihad is wisely using its new identity as a marque of industry authority as it rolls out its products across its ever-growing international network. Using its Abu Dhabi home and desert surroundings to form the basis of its roots as part of the new colour scheme, infusing this with modern artistry both outside and inside its new fleet, Etihad is eager to showcase its new premium "The Residence by Etihad" suite which will arguably be the most expensive and most exclusive cabin product offering ever seen in the sky.”

Ahmad added: “The A380 featuring the new colour scheme and new cabin debuts on Etihad's cash-rich lucrative route between Abu Dhabi and London Heathrow before the end of the year - it will be interesting to see what sort of reception the new product gets in active service and indeed, there will be more questions about what plans Emirates has up its sleeve for its cabin revamp too.”