JetBlue Debuts Brand New Look with Refreshed Livery

JetBlue on Thursday debuted a fresh, new standard livery that it says will strengthen its brand as an industry disruptor.

The new livery, which marks the first time JetBlue updated its look in a decade, will debut on an Airbus A321 with Mint, which goes into service on June 15. JetBlue plans to update the rest of its fleet as part of its normal aircraft painting cycle. JetBlue says it will also roll out the new identity on digital assets and its social platforms.

Among other updates, the new livery features a more prominent JetBlue logo, a blue fuselage, “energized” tailfin patterns, colorful winglets, and the airline’s Mint Leaves pattern on its exterior for the first time ever (see below).

“Liveries have always been a part of our identity. When you spot a JetBlue aircraft—whether on the ground or in the air—we want customers to recognize us as a travel brand that moves them differently than everyone else,” said Jayne O’Brien, head of marketing and loyalty, JetBlue.

“The new livery helps us stand out among a sky of legacy carriers, and is a stunning reflection of our role as a disruptor that uniquely combines lower fares and great service.”

The news comes as JetBlue deals with the fallout from the recent decision by a federal judge to disallow its proposed acquisition of Spirit Airlines. 

U.S. District Judge Leo Sorokin, who made the original ruling last month, said on Monday that the two airlines will have until 21 days after his final judgment, which has yet to come, to fully unwind their partnership. Judge Sorokin had previously given them 30 days but changed the timeline this week.

In the original ruling, the Judge said that the two airlines were effectively merging together with the alliance, cutting competition and driving up prices for consumers in the Northeast.