Iberia has donned its most festive attire to unveil its new image, with even more prominent role for the colour red, and highlighting the values underpinning the new, more dynamic Iberia, focusing as never before on satisfying the customer, a company in which talent and drive are in evidence everywhere you look.
Iberia’s new image both symbolises and contributes its own momentum to the transformation plan, aimed at reshaping the company into a strong, modern, competitive and trend-setting airline. The launch of the new logo and livery is timed to coincide with the first fruits of these efforts. Indeed, it was made possible by the steps that have been taken to give Iberia a competitive cost structure.
At a presentation Iberia CEO Luis Gallego noted that “it’s not just a matter of changing the company logo, but of bringing the new image to every corner of Iberia, so the change will be perceived in all our products and the service we provide to our customers.”
The planning of a new brand strategy calls for exhaustive research, and the design process involved interviews with nearly 9,000 people, both customers and employees, and a thorough analysis of the aviation industry. It was an interdisciplinary process, with the participation of several company departments, and advice from Interbrand, leading Spanish and international brand consultants.
Taking its inspiration from Spanish culture and its influence in the world, the new image is intended to convey an expressive, life-affirming and up-to-date message, reflecting the profound changes underway at Iberia.
The red and yellow of the Spanish flag remain prominent, with a starring role for red as symbol of Spain’s vitality, expressiveness, and art, and of the Spanish character. The design of the company’s IB code letters denotes agility, liveliness, and comfort. The new designs will appear progressively over the next few months on Iberia graphic materials and supports at all points of contact with customers and staff.
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