Revealed: Virgin Blue's new Virgin Australia brand, logo

By David Flynn, April 24 2011
Revealed: Virgin Blue's new Virgin Australia brand, logo

Update: Virgin Blue will relaunch this coming Wednesday May 4th as Virgin Australia.

Previous: Is this the new logo for Virgin Blue's imminent relaunch and rebranding as Virgin Australia?

This logo has been submitted to the Australian government's IP Australia body for trademark protection by Virgin Enterprises Ltd, which manages all the brands in Sir Richard Branson's Virgin Group empire.

IP Australia's database displays only black and white versions of submissions but you can expect to see this new logo playing up the red and purple of the airline's new uniforms, although we expect a flash of silver to remain in place in the overall brand or livery.

This would be consistent with other clues, such as the red and purple on the headrests of economy-class seats as well as a red engine stripe, silver registration marks and a revised 'flying lady' logo seen on one of Virgin Blue's new Airbus A330s (photos below from Australian Aviation snapper Lee Gatland).

Horton notes that the Virgin Australia logo is a blend of the Virgin America and Virgin Atlantic logos, "with the Virgin Australia logo sporting Virgin America's rectangular tail logo and featuring Virgin Atlantic's typeface."

You can see our own analysis of the logo and the various colour options here.

Virgin Blue is expected to introduce the Virgin Australia name as its domestic brand, with V Australia remaining as the brand for international services. This could include the current Pacific Blue and Polynesian Blue arms, in keeping with comments last week by Virgin BlueGroup CEO John Borghetti that "you won’t see us, or you probably won’t see us, move to one brand but I can guarantee a rationalisation." This means that at least one of the four current brands is for the axe.

Virgin Blue has been ramping up activity ahead of next month's expected relaunch as Virgin Australia and the airline's assault on Australia's business travel market.

Last week saw the debut of a new 'fast track' check-in and security channel at Sydney airport, which promises express arrivals for the airline's premium passengers, with hints that the revamped lounge at Melbourne Airport would get its own dedicated security lane.

The airline has also taken deliver of Australia's first Boeing 737-800 with the futuristic Boeing Sky Interior; will commence daily flights between Sydney and Perth starting May 26, with new business class seats; and plans to revamp its Velocity Rewards scheme, including a closer points-per-dollar partnership with Coles' FlyBuys.


David Flynn is the Editor-in-Chief of Executive Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.


15 Apr 2011

Total posts 580

The date has apparently been set as May 4th... Can't wait!!

24 Oct 2010

Total posts 2561

May 4 is a date we heard flagged too, but we're waiting for confirmation...

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