Aer Lingus, Ireland’s flag carrier, introduced a refreshed brand identity in January 2019, its first major update in more than 20 years. The refresh, created by New York-based brand consultancy Lippincott, retained the airline’s iconic shamrock symbol while restyling it for a more contemporary look. The new identity was unveiled on January 17, 2019, at Dublin Airport and rolled out across the airline’s website, app, check-in areas, and aircraft livery.[1]
Design and History
The 2019 refresh was part of Aer Lingus’s ambition to become the leading value carrier across the North Atlantic, with plans to grow its North Atlantic fleet from 17 to 30 aircraft by 2023.[2] Lippincott was tasked with creating a brand that would reflect the airline’s transformation while preserving its emotional connection to Ireland.[3]
The new logo retains but restyles the iconic shamrock, adding a tilt to symbolize dynamism and speed, with heart-shaped leaves reflecting the warmth and hospitality of the brand.[1] The lead designer on the project was Dublin native Brendan Murphy, who had been working with Lippincott in New York for over 20 years.[3]
The shamrock symbol first appeared on Aer Lingus tailfins in 1965.[4] According to Aer Lingus Chief Operating Officer Mike Rutter, extensive guest research across Ireland, Europe, and North America confirmed the importance of the shamrock, which had been at the heart of the Aer Lingus brand for more than 80 years. The research led the team to make the shamrock’s “hearts” more pronounced to reflect the airline’s hospitality and service.[5]
The new aircraft livery features four shamrocks: within the logo, on the tailfin, at the door, and on the wingtip, the last positioned for capturing on social media.[2] The body of the aircraft is white with a teal-colored tail, undercarriage, and engines.[6]
Meaning and Symbolism
The shamrock’s tilt was added to symbolize dynamism and speed, while its heart-shaped leaves were designed to reflect the warmth and hospitality of the brand.[1] The airline described the refreshed brand as reflecting Ireland in 2019, “a society that is open, progressive, liberal, outward-looking and dynamic.”[7]
Lippincott’s Brendan Murphy described the process of evolving the shamrock: “While removing the shamrock was never in question, the form the shamrock would take was very open.” He noted that the ultimate shamrock that evolved “has a delicate strength that is full of optimism.”[8]
Typography and Design
The Aer Lingus logo font changed to “diodrum” as part of the 2019 refresh.[1] The new font contains a nod to Celtic heritage in its “g.”[7]
The dominant color of the new identity is teal, replacing the traditional green that had long been associated with the airline.[1] The livery also incorporates a lighter green for stripes and shamrocks.[7]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
