IBERIA: STRATEGIC EVOLUTION TO EMBRACE THE FUTURE
- The new corporate image which is being presented today represents a
strategic transformation which is taking place at all levels.
- After comprehensive research internationally, the newly-defined business and brand
strategies aim to position the company as a proactive,
agile, and competitive airline in the global market.
- In the months ahead, Iberia's new identity will be implemented through
a process that will involve and demonstrate change at all levels; not only
in terms of the product, but also in terms of the quality standard of
service offered by the airline.
- As a tangible sign of that change, the first Airbus aircraft, an A-330
model with Iberia's new image, will leave Toulouse fully equipped with
new "Business" and "Economy" cabins.
Madrid (15 October 2013) - In partnership with Interbrand, Spain's Iberia airline today unveiled its new brand identity with a revitalized new image that
reflects the profound change the company is undergoing at all levels. The primary
objective of the new brand is to become a more competitive airline with a greater
international projection and stature.
To define the new Iberia identity in light
of strategic objectives, the company has
collaborated with Interbrand, the world 's
leading brand consultancy. The process
involved thorough qualitative and
quantitative research in which the
opinions of almost 9,000 respondents were
compiled and analysed. The research was
fielded amongst employees, clients and
strategic partners, and also embraced
sector analysis and study of its main
Inspired by the Spanish culture and its influence on the world, the evolution of the
new identity has been undertaken in order to increase affinity with all the airline's
audiences by building an expressive, vital and relevant discourse. The new Iberia
brand identity reflects a truly revived spirit of excitement and the determination
to bring to life a true transformation. The Iberia brand now manifests new
aspirations and strategic intent from a company with a great legacy that today
boldly reinvents itself.
The new brand personality makes more prominent use of the colors of the Spanish
flag, especially of the colour red. Research confirms red is perceived as a symbol
of vitality, expressiveness, of Spanish artistry and character. It is a colour which
also perfectly represents perfectly the vital spirit of the new Iberia and one of
the most admired and creative cultures in the world.
As well as a distinctive use of the airline's legacy colours, a new symbol has been
designed which is reminiscent of the company's IB initials and industry code
letters, now streamlined to suggest concepts such as agility, dynamism and
comfort. The symbol inspired an "art of flying" concept, and rendered with
ultimate attention to the importance of digital requirements. New graphs,
typographies, textiles, materials, photographs and pictograms complete the new
brand universe, which will be implemented gradually over the next months across
all the airline's touchpoints.
Luis Gallego, Iberia's CEO, stated during today's presentation of the new brand
that "it is not only a change of logotype—it is demonstrative of the much deeper
change we are involved in throughout the company. It is about a fundamental
change in our thinking which has an impact on products, processes attitudes and
behaviours that reaches every corner of Iberia. It is about a change which will be
recognised and valued at every moment our audiences interact with our brand."
Iberia has decided to present this great change at a time when the transformation
plan implemented by the company is beginning to demonstrate results. The new
image contributes decisively in reaching the essential, primary objective of this
plan: making the new Iberia truly competent, relevant and international in
stature and performance.
The first aircraft with the new brand will be leaving the hangars tomorrow
The first aircraft with the new Iberia brand will be leaving the Airbus hangars
tomorrow. It is the fifth new Airbus A330 aircraft of the Iberia fleet, and is
equipped with the newly redesigned "Business" and "Economy" cabins as a key part
of the transformation of a new Iberia which is focused on improving and
enhancing the travel experience for passengers. The new aircraft will start
operating in mid-November.
Both A330 as well as A340-600 aircraft are being equipped with the new brand
experience on board, including a 360Q renovated interior which has been
redesigned in every detail. The new materials and fabrics for the ergonomic
renovated seats, as well as mood lighting variations, are used to create a
comfortable, warm and welcoming feeling for the passenger at all times during
his or her flight. A new menu, refurbished "amenities" and unique digital
entertainment selections available on wide plasma screens are some of the other
service enhancements offered by the new Iberia cabin interior.
As well as the fleet of planes which will gradually be upgraded with the revitalized
Iberia brand experience, the new brand will also be implemented across airports in
which Iberia operates, especially in its domestic hub, Terminal 4 in Madrid. The
new identity will also be applied to vehicles, in-flight magazines, staff uniforms, corporate headquarters and all touchpoints where the company engages with employees and clients.
Internally, a change process is also being carried out, with the aim of empowering the entire Iberia team. Employees will be trained in accord with new strategy, values and a company philosophy, in a manner which transcends internal processes and behaviours to make the new Iberia a real tangible brand experience for customers both in live and virtual points of contact in the digital world, at airport check-in environments, and when engaging with crew, customer service representatives and VIP lounge personnel. This is one of the most impactful and significant challenges of bringing the new brand identity project to life.
The new brand personality can already be seen in iberia.com, as the new online experience was introduced several months ago. The site now facilitates much more agile and intuitive navigation. Other initiatives of the new Iberia include the start-up of the Ágora project that promotes operational efficiency at terminals and online luggage check-in via MyBagTag® or Fast-Track boarding services, amongst others.
In the weeks ahead Iberia will officially launch its brand, presenting its new fleet at Madrid's Barajas airport to its key audiences as evidence of the important transformation process undertaken by the company.