Fly the Branded Skies


Agency: Lippincott

These are posts from Fly the Branded Skies about Lippincott.

By a remarkable coincidence, two U.S. airlines launched new brand identities this week. Southwest revealed its new look at a lavish ceremony on Monday. Frontier unveiled its new look at a somewhat less fancy event earlier today. And the week is young — who knows what excitement is yet to come!

In their own ways, both Southwest and Frontier are returning to their roots. That makes sense for one airline; it’s a perplexing choice for the other. The difference says a lot about what it means to be a “low-cost carrier” today.

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On the first Monday in March, 1961, the unthinkable struck Eastern Air Lines: a deficit. After 26 years of profits, Eastern declared a loss of $3.6 million.

The loss in 1960 marked the beginning of a decade of change at Eastern. It revealed fundamental problems from which the airline would never really recover. But it also spurred one of the most remarkable reinventions of any airline brand, ever. The changes at Eastern went far beyond a new coat of paint on its airplanes. They reflected an airline that not only portrayed itself differently, but saw itself differently.

For in just ten years, Eastern went from “bums on seats” to “the Wings of Man.”

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