Condor’s striking new livery has stirred the airline world. Andreas Spaeth speaks to Remo Masala about the mixed reaction to his bold designs
Who says airliner fuselages must be predominantly white? No one. Yet most airliners appear as vast expanses of nothingness interspersed with a variety of lettering and logos applied often only as decals.
Most airline liveries exude a degree of routine and boredom. For many companies, it has become more of a commodity, just a necessity to display some kind of brand identity. Rarely is it seen as a unique opportunity to use the amazing billboard (or blank canvas) the body of a huge aircraft represents to really make a statement.
“The airline industry could be perceived as very commoditised, where all airlines have similar aircraft and offer a similar flying experience to customers,” said Peter Knapp, group chairman of London-based branding agency Landor & Fitch, in a recent interview with industry publication Authority Magazine.
Knapp is seen as a trendsetter in his trade and has worked on many distinctive appearances for global carriers, such as British Airways, S7, Alitalia, Etihad and Cathay Pacific, often with multi-million-dollar budgets.
Although such cam…
