Scandinavian Airlines, commonly known as SAS, revealed today (19/09/19) a new livery. Although not significantly changed from its previous guise the company insists the repaint reflects a new corporate identity.
In its press release, SAS explains how its new livery embodies the future of the airline, representing an optimistic vision of the next few years.
Hand-in-hand with SAS’s announcement, the carrier also reminds customers of how modern and fuel-efficient its fleet is. The Airbus A350 and A320neo will be the first aircraft to feature the new signage: a take on the classic Scandinavian design.
An SAS spokesman told us, “We experience that travelers are proud to be part of the SAS community, and that the unique blue color together with the logo, are strong elements when travelers highlight their feelings towards the SAS brand.
“The new livery embraces this unique relationship in an elegant way I think, and it’s very nice to see the new big silver SAS logo to the front of the aircraft.”
As part of its extensive fleet overhaul, SAS is expecting the delivery of 80 Airbus A320neos, five A330 Enhanced, eight Airbus A350s and three A321LR, all by the end of 2023. These aircraft are expected to be painted with the new SAS colors.
The carrier says in its press release that, “a simplified and renewed fleet tailored to large and small traffic flows will strengthen SAS’ competitiveness.”
In tandem with its fleet renewal, SAS has undertaken an interior redesign of preexisting types. The carrier considers the new livery upgrade and 2015 interior reworking a “milestone of the new corporate identity… both a tribute to the Scandinavian heritage and a step into the future.”
Says Rickard Gustafson, President and CEO at SAS, “The new livery design is a symbol of our future, a more sustainable and competitive future for SAS, but one that also embraces our heritage.
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“Travelers from Scandinavia will recognize their home, while global travelers will encounter the renowned feeling of the Nordics.”
According to the airline, travelers consider the Scandinavian blue and the logo instantly recognizable as Scandinavian Airlines branding. As a result, part of the new livery includes a greater swathe of blue than before, which extends from the tail fin further down the aft fuselage.
Throughout the years
This will be only the third time SAS has changed its livery and the first time in 21 years. The livery of 1946 is nicknamed “The Dragon Age”, 1983 “The Stripes” and 1998 “The Blue Tail”.
Little has changed in the immediate appearance of today’s livery. The most noticeable changes include the greater swatch of blue and the “SAS” decal. The red engines of the 1998 livery have been painted silver grey, and the word “Scandinavian” has been added to the belly of the plane.
The repaint of the existing fleet will be done in accordance with scheduled repaints. New aircraft will be delivered in the new design. SAS hopes its entire fleet will be re-branded by 2024.
The new SAS livery is painted using a state-of-the-art aerospace coating developed by AkzoNobel. The chromate-free innovation allows aircraft to be painted with fewer layers. The weight of the airframe is thus reduced leading to greater fuel savings and reduced CO2 emissions.
AkzoNobel’s formula also contains fewer VOCs (Volatile organic compounds) than conventional aircraft paint. VOCs are believed to contribute to atmospheric particulates and can impair the health of those using it.