The Business of Airline Liveries

Why do airlines spend millions painting their planes? Because a livery is more than decoration — it’s a flying billboard, a national symbol, and a first impression all at once.

Take Qantas’s kangaroo, which is instantly recognizable even at a distance. Or Air India’s red swirls that blend tradition with modern branding. Some liveries are sleek and corporate (hello, Lufthansa), while others embrace bold designs — think Air New Zealand’s black fern or Icelandair’s volcanic gradients.

But it’s not just about looks. Paint adds weight, so airlines balance design ambition with fuel efficiency. That’s why many modern schemes are cleaner and whiter — less paint, lighter aircraft, lower costs.

Special liveries are where things get fun. From Pokémon-covered jets in Japan to Star Wars-themed planes, airlines love using aircraft as canvases for campaigns and cultural pride. Spotting these one-off liveries has become a hobby in itself.

And when airlines merge or rebrand? Liveries often spark passionate debates. Remember when American Airlines dropped its classic silver look? Fans were split for years.

So next time you’re at the airport, look up from your boarding pass. That color scheme swooping past your gate isn’t just paint — it’s an identity at 35,000 feet.

Btw, did you know that PepsiCo painted an Air-France Concorde jet in the 1990s?

Image source: https://primalnebula.com/the-blue-pepsi-concorde-supersonic-advertisement/