In the 20 years since Aer Lingus last updated its brand, the airline – and arguably Ireland itself – has transformed the way it does business. Gordon Smith travelled to the Irish capital for a privileged first look at the new identity and to learn what it all means for the flag carrier’s grand plans.
In an industry as fast-paced as commercial aviation, it can often feel like every company, from aircraft manufacturers to onboard caterers, are constantly striving for something new. Whether it is cutting-edge engine technology or a ‘must try’ seasonal menu from an on-trend celebrity chef, this continued search for the next big thing is part of what makes our sector so fascinating. It is therefore surprising when a major carrier hasn’t been tempted to tinker with its core branding for well over 20 years.