Virgin Blue rebrand revealed

This is the Hans Hulsbosch-designed logo of Virgin Blue’s re-branded airline Virgin Australia, Mumbrella can reveal.  

Hulsbosch said: “The new brand creates a new over-arching look and feel appropriate for a future market leader. Its key design associations are professional, dynamic and intelligent. The new toned down and professional livery reflects a stylish brand personality and fits seamlessly with other Virgin travel brands worldwide like Virgin Galactic and Virgin Atlantic.”

As well as the new brand, the airline will introduce a suite of new products and services aimed at the business market to take on Qantas for the title of Australia’s leading business and corporate carrier.

“It demonstrates that the carrier has ‘grown up’ and is now a full service business airline. We have toned down the bright red and some of the larrikin elements of the former brand to create a cleaner and more up market image befitting the new market leader in Australia,” Hulsbosch added.

“Virgin” is painted in red on the aircraft tail while Virgin Australia is written on the body in silver.

The logo exists as both a mono and colour version.

Hulsbosch was appointed by CEO John Borghetti, former Qantas managing director, and tasked with developing the re-brand in less than 12 months.

The agency was also responsible for the re-design of Qantas’ flying kangaroo and the design of new Woolworths’ hardware retail brand Masters.


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