Spirit Airlines has just launched its first major rebranding in years, alongside a new brand strategy.
Led by creative agency VML, the campaign titled "More Fly" upgrades the airline's current look and brand voice.
Spirit’s new brand identity was retooled by VML’s Brand Identity and Design team, which has previously worked with major brands such as Hyatt, Intel, and Krispy Kreme.
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The new design features a vibrant color palette, a fresh logo treatment, an airplane window motif, alongside new styles of typography, photography, and voice.
Each change is meant to further differentiate Spirit from its competitors while refreshing the brand, positioning the company as the "People’s Travel Champion."
According to VML Chief Design Officer Robb Smigielski, the new identity is an expansion of the brand’s iconic yellow and black design that brings its identity into the modern age.
He also explained the window motif in a statement, saying that it represents the different ways each person perceives travel.
Spirit’s redesign highlights the importance of having an eye-catching and memorable airline logo design, which marks the first step in elevating brand recognition.
Better Ways to Fly
On the other hand, Spirit’s new brand strategy (also developed by VML) includes an enhanced customer experience and cost-effective high-value travel options.
These were created in partnership with agency-of-record Tombras, which is currently working on the airline’s marketing ecosystem.
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The new experience includes many exciting benefits meant to make traveling easier and more convenient for its flyers, such as designated priority check-in and new guest-friendly policies.
It also includes a set of new premium options that offer several combinations of the following:
- Fast Wi-Fi
- Larger front seats
- One checked and one carry-on bag
- Priority check-in and boarding
- Seating choice
- Snacks and drinks, including alcoholic beverages
Spirit Airlines CCO Matt Klein expanded on this in a statement, citing the value of VML’s partnership in creating a better path forward.
The airline’s new priority check-in experience debuts on August 27 in over 20 airports, exclusive to guests who opt in to the service, as well as Free Spirit Gold members or Free Spirit World Elite Mastercard holders.
Finally, the airline is launching a new boarding process that will streamline operations and shorten boarding times.
Meanwhile, American Airlines recently launched a new campaign starring actress Rosario Dawson.
