20 years since its last refresh, Aer Lingus has unveiled a new look logo and livery
Aer Lingus has revealed its first major brand refresh in 20 years.
The new look "brand identity" includes a reboot of its iconic green livery and shamrock logo, with uniforms designed by Louise Kennedy due later this year.
So, what's new?
For starters, the shamrock has been retained.
It has been "restyled", however - adding a tilt "to symbolise dynamism and speed" and heart-shaped leaves to reflect "warmth and hospitality", the airline says.
Eagle-eyed passengers may also notice a new, "Instagram-worthy" shamrock on the wingtips... "in prime position for capturing on social media", it notes.
And the colours? Aircraft will now be mainly white, with a rich "teal" replacing the old green and a "light green" for its stripes and shamrocks.
An A330-300 is the first aircraft to wear the new hues. The 'St. Munchin' was painted in Shannon and will fly to New York on January 18 as flight EI105.
"Re-imagining this great brand was both challenging and stimulating," said Seán Doyle, who replaced Stephen Kavanagh as the airline's CEO this month.
The new look, developed with US design and brand strategy company Lippincott, reflects the airline's ambition to become "the leading value carrier across the North Atlantic", it said at a launch event in Dublin Airport.
As well as retaining "proudly familiar" features, it reflects Ireland in 2019 - "a society that is open, progressive, liberal, outward-looking and dynamic," added Mike Rutter, the airline's Chief Operating Officer.
A new font, 'diodrum', contains a nod to Celtic heritage in its 'g'.
The refresh comes as part of a "major investment programme" that has ranged from a Business Class upgrade to new routes, including Montreal and Minneapolis-St Paul, and the arrival of 14 new A321LR 'neo' aircraft - a new generation of single-aisle, transatlantic planes with economy and business class.
Aer Lingus plans to grow its transatlantic fleet from 17 to 30 aircraft by 2023.
Last year, it was revealed that designer Louise Kennedy had been chosen to replace the airline's current uniform, worn by cabin crew since 1998.
The airline, owned by Willie Walsh-led IAG since 2015, will also offer a complimentary glass of wine or beer with meal service to transatlantic economy guests, it says.
The new brand will be introduced today across its app, website, check-in and boarding gates, with the rollout fully complete by 2021.