Wow: JetBlue Unveils (Very Blue) New Livery

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This seemingly came out of nowhere — JetBlue has just revealed a brand new livery!

JetBlue reveals first new livery since launch

JetBlue has just unveiled a new livery, which is the first time in the carrier’s 23-year history that we’ve seen a complete design refresh. The new livery is, unsurprisingly, very blue.

The carrier’s first aircraft to feature this new livery will be entering commercial service as of June 15, 2023. It’s an existing five-year-old Airbus A321 with the registration code N982JB. The plane has been in Macon, Georgia (MCN) for the past couple of weeks, where it had this work done.

The new livery design builds on JetBlue’s previous design. Here’s how JetBlue describes the highlights of the new livery:

Later this year, customers can look forward to spotting more new livery designs with refreshed tailfin patterns. So while the main part of the livery will be standardized, JetBlue has long had some variations of the tail designs.

Earlier in 2023, JetBlue rolled out a new visual brand identity on digital assets and social platforms, intended to “reflect a more joyful, contemporary and digital-first appearance.” This new livery is an extension of that.

Here’s how Jayne O’Brien, head of marketing and loyalty at JetBlue, describes this new livery:

“Liveries have always been a part of our identity. When you spot a JetBlue aircraft—whether on the ground or in the air—we want customers to recognize us as a travel brand that moves them differently than everyone else. The new livery helps us stand out among a sky of legacy carriers, and is a stunning reflection of our role as a disruptor that uniquely combines lower fares and great service.”

My take on JetBlue’s new livery

Us avgeeks tend to have strong opinions on new liveries. Even if we eventually end up liking a new design, it can often take some getting used to. With that in mind, what’s my take on JetBlue’s new livery? I’m not sure I have a strong opinion yet.

As a reminder, below is what JetBlue’s current livery looks like, though there are some variations with the tail design. If you ask me, JetBlue’s previous livery still looks pretty modern. And while the fuselage is white (as is the case with most airlines), it still has some unique elements that set it apart.

By comparison, the new livery definitely stands out a lot more. When I first saw it, I really liked it, though as I look at it a bit more, I’m less sure. I find some of the color combinations to be a bit weird. It also almost looks like a cross between the Breeze and Southwest liveries.

Or alternatively, it’s almost like JetBlue already wanted to integrate Spirit into its new livery, just using JetBlue’s colors, rather than Spirit’s.

Bottom line

JetBlue has unveiled a new livery, which represents the first full livery refresh in the carrier’s history. JetBlue has long used blue as its signature color, and the new livery most definitely reflects that. There’s no denying that the new livery will stand out at airports, though it will take some getting used to.

What do you make of JetBlue’s new livery?