Aer Lingus has unveiled its first major brand refresh in 20 years.
The new 'brand identity' includes a reboot of its iconic green livery and shamrock logo, with uniforms designed by Louise Kennedy due later this year.
Over 250 guests gathered in the Aer Lingus hangar at Dublin Airport for the big reveal yesterday, with the rebrand receiving a mixed reaction on social media.
The shamrock logo has been retained but an extra tilt has been added "to symbolise dynamism and speed" as well as heart-shaped leaves to reflect "warmth and hospitality", the carrier said.
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 plane to sport the new hues. The 'St Munchin' was painted in Shannon and will fly to New York today as flight EI105.
"Re-imagining this great brand was both challenging and stimulating," said Sean Doyle, who replaced Stephen Kavanagh as the airline's chief executive this month.
The tilting shamrock was introduced in 1996, the last time the Aer Lingus brand underwent a major overhaul.
The carrier's chief operating officer, Mike Rutter, said Aer Lingus had been conscious that "any new imagining of the brand must remain true to those who feel the brand is part of their life and their landscape".
"We're also deeply aware that the brand must reflect Ireland in 2019, a society that is open, progressive, liberal, outward-looking and dynamic, an Ireland that is proudly European and has become the destination choice for inward investment," he said.
Research began a year ago, with focus groups from across Ireland, continental Europe and North America asked for their opinions on the brand.
New York-based creative agency Lippincott was hired to help come up with potential designs. It has previously worked on rebrands for airlines including Virgin Atlantic, Delta and Cathay Pacific.