Frontier Airlines' new livery, which draws upon their history - Photo: Blaine Nickeson | AirlineReporter

Frontier Airlines’ new livery, which draws upon their history – Photo: Blaine Nickeson | AirlineReporter

Frontier Airlines, the Denver-based carrier which has recently been pushing towards “ultra-low-cost carrier” status, today revealed a new livery which draws upon their history.  The animal tails remain, but the Saul Bass-designed 70’s-era “F” returns, along with the cheat line arrow off the original DC-3s from the 1950s. (While the “F” is cool, my favorite Saul Bass livery still has to be the United tulip – I want to see a United 787 painted that way!)

N227FR, a brand-new A320 with sharklets, was pulled from the hangar by Frontier staff - Photo: Blaine Nickeson | AirlineReporter

N227FR, a brand-new A320 with sharklets, was pulled from the hangar by Frontier staff – Photo: Blaine Nickeson | AirlineReporter

At an event this morning at Frontier’s hangar at Denver International Airport (DEN), company execs and employees “pulled together” by literally pulling a 46-ton Airbus A320 with the new livery.

Keeping the animals on the tails is important to the hometown crowd; the animals enjoy near cult-like status in Denver.  “As part of our extended family, I’m proud to report that the animals are here to stay,” said Bill Franke, Frontier Airlines Chairman of the Board. “Not only will these friends, who in the past have represented our character, commitment to service and humor, remain, but they will be featured more prominently extending from the tail to the aft fuselage of the aircraft. We heard it loud and clear from our employees and customers that the animals are an important part of Frontier’s culture.”

Frontier A320 in the new livery, with their most famous animal, Griz - Image: Frontier

Frontier A320 in the new livery, with their most famous animal, Griz – Image: Frontier

This is the seventh livery in Frontier’s history (although fourth since the airline was “rebooted” 20 years ago).  The look is displayed on Frontier’s newest plane, an Airbus A320 with sharklets, fresh off the factory line.  Frontier is committed to being an “all Airbus” customer, currently operating a fleet of 55 A319s and A320s, and has 80 A320-family NEO birds on order.  The first is expected to be delivered in 2016, making Frontier one of the early customers of the A320neo.

Denver is competitive; throughout the Frontier event, Southwest planes were taking off - Photo: Blaine Nickeson | AIrlineReporter

Denver is competitive; throughout the Frontier event, Southwest planes were taking off – Photo: Blaine Nickeson | AirlineReporter

Denver is a tough market, with three dominant carriers (United, Southwest, and Frontier) fighting for market share.  Many locals that were loyal Frontier fliers have seen their airline change significantly over the last few years.

When a flier expects the full-service airline that they were used to, and ends up on an ultra-low-cost carrier, there’s bound to be disappointment.  Frontier notes that last year, their fares were 27% lower than the average fare from DEN.  They readily admit, however, that while low fares will grab a customer once, customer service has to keep them.  This concept is central to their new mantra “Low Fares Done Right.”

Graphic that explains Frontier's new livery - Image: Frontier

Graphic that explains Frontier’s new livery – Image: Frontier Airlines

With a young fleet, low fares, and dedicated staff, the new Frontier seems to have a lot going for it.  If they can effectively manage expectations and deliver consistently on the customer service side, Frontier’s future is bright.

MANAGING EDITOR - DENVER, CO. Due to his family being split on opposite sides of the country, Blaine traveled frequently as a child, falling in love with the flying experience, and has continued to travel ever since. For AirlineReporter, Blaine edits all content before publishing, assists in story and concept development, and takes every chance he gets to produce original content for the site. When Blaine’s not busy planning his next travel adventure, he spends his time working as a college administrator. If he can’t be on an airplane, he’d prefer to be on a bicycle or playing with his two toddlers with his wife. Email: [email protected].

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9 Comments

Something to like for everyone be they traditionalist, obstructionist, or futurist. Nice

James Burke

I love the new look – my fave feature is the ‘animal identification’ at the nose

robert kalin

I miss the United tulip—big time. Could have been incorporated into the new globe look….

This is a nice integration of retro Frontier and modern. Unfortunately, I doubt the service once had will stick as an “ultra low cost carrier.”

As for the United tulip, I wish it had stayed with the old United airlines. UA and CO are an unhappy marriage, and I’m tired of hearing the constant moaning about it by legacy UA employees, especially at SFO and SEA.

jl johnson

I’m pleased to see them preserve and even enhance the presens of the animals. I really love the new livery, but it sends a message contrary to their ULCC desires. I guess that makes them a “whole different animal.” 😉 Best of luck to them as they look to carve out a slice of market share. I sincerely hope there’s a place for them.

No comment on the hangar sporting the new color of green with the new “F”rontier as a giveaway of the font? Is this part of a complete re branding or just a livery update?

Blaine Nickeson

TC – sorry, yes this is a full rebranding effort.

Brad Coath

I Love the new look. Uniquely Southwest, yet professional and crisp. I am also glad that the whole brand is being updated. Sometimes, when it comes to livery, airlines make a bg mistake, but this time WN got it right on !

tommy weiss

Ug… I completly and totally think Frontier missed the mark on their new livery. The retro “F” that they have brought back reminds me of the 1980s when they used those for liverly on their 737 planes with those cigar/tubular engines on the planes. Reminds me of the days of cheap and old aircraft. This doesn’t speak to the future or take a stand as Denver’s airline–the one we are proud of. Too weak in my eyes. The Forest green color should be updated somehow. American Airlines should scrap their new livery all together. And United should go back to the tulip. Cheers, everyone!

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