LONG ISLAND CITY, NEW YORK — JetBlue unveils new livery featuring a blue, white, and "mint" design.
U.S. low-cost airline JetBlue Airways has announced that it will soon start operating its first aircraft painted in its new standard livery, featuring a blue, white, and "mint" design.
On June 14, JetBlue stated that the newly painted Airbus A321 would commence service the following day. The airline plans to update all of its current standard liveries as part of its regular aircraft painting cycle and expects to introduce a range of tail designs.
Currently, JetBlue operates 275 aircraft, primarily Airbus narrowbody jets, and 45 Embraer E190s.
The updated livery extends the tail pattern to the body and undercarriage of the aircraft, making JetBlue's planes identifiable from below. Additional enhancements include an enlarged logo and highlighted winglets.
"The new livery distinguishes us in a sky full of legacy carriers, and beautifully represents our position as a disruptor that uniquely blends low fares and outstanding service," said Jayne O’Brien, JetBlue's Head of Marketing and Loyalty.
The refreshed livery is part of a wider brand update for JetBlue, its first in a decade. The company stated that the new colors and designs convey a more cheerful, modern, and digital-first look.
These branding changes coincide with a period of turmoil for the New York-based carrier. In May, a judge ruled in favor of the U.S. federal government's lawsuit against American Airlines and JetBlue, ordering the airlines to disband their four-year "Northeast Alliance" within 30 days. The carriers were also given a 21-day response period.
Furthermore, the airline's proposed acquisition of ultra-low-cost rival Spirit Airlines is currently being challenged by another lawsuit from the U.S. Department of Justice (DOJ). In March, the DOJ sued to block the $3.8 billion merger on antitrust grounds, with the case set for court trial in October.
JetBlue recently agreed to divest Spirit’s assets at New York’s LaGuardia airport to competitor Frontier Airlines, dependent on the completion of the Spirit purchase.
Despite these challenges, the airline reported a record revenue of $2.3 billion for the first quarter of 2023, up from $1.7 billion during the same period the previous year.
