Copenhagen, Denmark - Scandinavia's flag carrier Scandinavian Airlines has unveiled its new corporate livery with a special event that was held in Copenhagen, Denmark today.
The new color scheme of the airline will make its public debut with the company's first Airbus A350-900 widebody jetliner.
SAS Scandinavian has eight A350-900 on order directly from Airbus. The first aircraft is expected to join the Nordic carrier's fleet on January 2020.
The look and feel of the new livery is completely different than its 21-year old red, blue and white color scheme.
Scandinavia's homeland has recently been the epicenter of a new movement named as “flight shame.” More and more people are now questioning the impact of the growing number of passenger flights on the environment.
The amount of passengers carried by the Scandinavian airline operators has significantly dropped since many people prefer high-speed trains to travel across Europe.
The movement is supported on social media channels with #stayontheground hashtag.
Only in Sweden, the supporters of the movement have risen to 23% this year with a 6% increase compared to the previous year.
In the wake of recent progress, the Scandinavian has increased its efforts to become the greenest airline in the world with new measures, including the use of biofuel, automatic carbon-offsetting, reducing packaging and plastic use onboard.
The carrier has also started an initiative with Airbus for the development of a hybrid-electric aircraft. This latest image change in corporate identity is perceived as part of the company's effort to show the public how serious it is about addressing the concerns about the environment.
With 74 new aircraft on order, SAS Scandinavian aims to grow its fleet and current route network notably while positioning itself among the future leaders of sustainable air travel.