Alitalia, Italy’s former flag carrier, operated under a visual identity created by Landor Associates that remained remarkably consistent for over five decades. The airline’s most recognizable mark, the tricolor “A” tailfin, was introduced in 1969 and survived multiple corporate restructurings until the brand was retired in 2021.
Design and History
Alitalia’s first logo, chosen in 1947 following a national competition, depicted a blue winged arrow known as the “Freccia Alata,” a former frieze of the Italian Air Force from World War I. This symbol was flanked by a blue logotype in capital letters. In 1957, the logo underwent a slight restyling after LAI’s activities were merged with Alitalia’s. [1]
In 1969, as part of a global renewal action, Alitalia launched an international competition for a new logo. The competition was won by Landor Associates, and the design was developed starting in 1967 and officially implemented in 1969. [2] The new identity replaced the “Winged Arrow” with the tricolor “A.” [3] The logo chosen had the advantage of immediately representing national membership with the tricolor letter “A” and the shape of the vertical rear fletching of the aircraft. [1] The wordmark featured the word “Alitalia” in green with a red triangle inside the “A.” [4]
In 2005, to symbolize the company’s repositioning on the market, a graphic restyling of the logotype was decided. The Saatchi & Saatchi agency opted for an inclination of the logo to the right and a partial rounding of the vertical rods. [1] The 2005 restyling cost 520,000 euros, spread over two years, for the consultancy on modernizing the brand. [5]
In 2015, Alitalia introduced a new brand identity, again commissioning Landor Associates. The new look utilized the design elements of the airline’s previous iconic livery, which was also created by Landor in 1969. [6] The stylized tail logo was updated and refined, retaining the same green, red and white colors of the Italian flag. The new logotype was modernized and a more dominant “A” was introduced. [7] The design abandoned the italic character to communicate a new, more confident and assertive Alitalia. [8]
In 2018, the logo was restored to its 2005 appearance, eliminating the gradient fill of the logotype. [1] In December 2017, Alitalia had already simplified the logo, removing the shading that had been introduced in 2015. [9]
In October 2021, Italia Trasporto Aereo (ITA), the public company that replaced Alitalia, bought the Alitalia trademark for 90 million euros. ITA announced it would use the brand only for a brief period, with the new company named ITA Airways. [10]
Meaning and Symbolism
The 1969 logo was originally designed using the Italian flag’s red and green. [2] The tricolor “A” represented both national membership and the shape of the aircraft’s vertical tail fin. [1]
In the 2015 redesign, inspired in part by the striking lines on Formula 1 racing cars, striations were added to the red triangular interior of the Alitalia “A,” creating a pinstripe effect which reflects exclusivity, attention to detail and a strong focus on design. [6] The more dominant “A” was described as “a bold statement of the heights the airline is striving to reach and its enviable experience in the field of aviation.” [11]
Typography and Design
The 1969 logotype featured letters with clean geometric shapes that emphasized the technical nature of Alitalia, with the letters matching the initial “A” that was also used alone as the company’s mark. [2] The 2005 restyling by Saatchi & Saatchi slanted the logotype’s letters to the right and partially rounded the vertical rods. [1] The 2015 redesign abandoned the italic character and introduced a more dominant “A” with a continuous junction between the letters “t” and “i.” [1]
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