Today, JetBlue announced a brand new corporate identity that will be reflected on all planes in its fleet, featuring bolder, bluer colors. Titled “icon in the sky,” the livery is symbolic of JetBlue’s ability to stand out from the rest of its domestic competition — from its passionate approach to customer-focused service to its new market expansions. Now, one can not only tell the airline apart from its products, but from its visual identity as well.

The livery change is the first time since its founding 23 years ago that JetBlue has planned to repaint its entire fleet. JetBlue does repaint planes in special liveries from time to time, notably honoring sports teams in key markets including the NY Jets, Boston Bruins, and Boston Celtics, but these are not standard liveries used on all planes.

The new livery features five key new design upgrades:

• A fuselage that is entirely blue.
• Improved tailfin patterns that cover the body and underside of the aircraft.
• A larger JetBlue logo, which the airline claims represents the “bold” impact its aircraft have in the industry.
• Refreshed, colorful winglets in a green/mint accent, perhaps reflective of its Mint first-class product.
• JetBlue logo on the underside.

It is worth noting that most repainted planes will have a similar tailfin pattern with different colors spanning a variety of palettes. Many of these new tailfin patterns will be completed later this year. 

The livery redesign follows a period of brand refreshing embarked upon by the airline. JetBlue’s social media accounts and other digital assets have been refreshed with similar colors to the new livery, honing in on modern and joyful elements. Onboard, customers have been able to take advantage of new passenger experience upgrades including non-alcoholic beer and seatback entertainment.

Jayne O'Brien, head of marketing and loyalty with JetBlue, writes that “liveries have always been a part of [JetBlue’s] 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."

She further touches on how JetBlue differentiates itself from legacy carriers, writing, “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."

JetBlue is not the first airline to use an all-blue livery. ITA Airways, the new flag carrier of Italy launched in 2020, uses an all-blue livery with accents using the red, white, and green of the Italian flag. Individuals will be able to see the livery in service for the first time tomorrow when an a321neo (registered N982JB) named “A Defining MoMint” takes to the skies in new colors.