Browsing Tag: Boeing 737 MAX

Icelandair’s livery refresh features larger titles with a revised font, and a variety of new colors on the tail – Image: Icelandair

In what Icelandair’s director of marketing Gàsli S. Brynjólfsson describes as “More of a refresh, not a total change,” the airline has begun rolling out an updated livery and associated marketing collateral.

Icelandair’s current branding was last updated in 2006. “We needed to strengthen our story and the emotional part of the brand,” Brynjólfsson said. “Icelandair culture has changed a lot, it’s much more relaxed than it was before.”

For perspective, he explained that the idea was to democratize the brand, as the current white, blue, and gold livery had been seen as a bit stuffy. “We took the gold out – it came up a few times in the talks with experts and focus groups that the gold-and-blue feels a bit royal – Icelandair is not a royal airline – Iceland is very democratic with small power differences,” he said.

Icelandair’s now-former livery seen on its very first 737 MAX-8, TF-ICE, which was also the first in the fleet to receive the update

“We are so much like a normal Icelandic company – the power distance between people is very little – we’re a company of equals, so that’s something that needs to be represented in the brand,” he explained.

For those who are fans of the airline’s iconic special liveries like Hekla Aurora and Vatnajökull (the glacier livery), he was reassuring. “We’re definitely going to continue to have special liveries.” But don’t expect to see the new livery on the airline’s substantial 757 fleet.

“I doubt that we will do the refresh on the 757s – we’re doing just the MAX to begin with. The fate of time for those planes (the older 757s), combined with the cost of changing those planes, would not be reasonable.” He did say the airline’s two 767s would likely receive the makeover at some point.

The first 737 MAX takes off from Renton - Photo: Chu-Yi Chuang

The first 737 MAX takes off from Renton – Photo: Chu-Yi Chuang

Yesterday, the Boeing 737 MAX successfully completed its first flight — and landing. It took off at 9:46 am (PST) to the cheers of several thousand Boeing employees and media. Wait… wasn’t that earlier than planned — it sure was!

I often poke fun of “Boeing time,” which refers to them often being late for test flights. I might not be able to use the term anymore. We will see. Either way, I was quite impressed that they took off early, but they also had some motivation — the weather.

The first Boeing 737 MAX after landing at Boeing Field

The first Boeing 737 MAX after landing at Boeing Field

The weather reports for the day did not look great. In the morning, it was overcast and raining. Boeing wanted to complete its almost three-hour test flight, and land at Boeing Field (BFI) before things got worse. It all worked out. It doesn’t mean I kept dry, but it was well worth it!

The 737-MAX taking off for its first flight

The 737 MAX taking off for its first flight

BOEING 737 MAX FIRST FLIGHT: Follow us live

Earlier today, the Boeing 737 MAX successfully completed its first flight. We have been doing things a bit differently and sharing our live coverage of the flight here. Later, we will update our story with photos and more information. Think of this as more of an evolving story, and don’t forget to come back for more!

Several thousand Boeing employees and media braved the rain to witness the first flight of the 737-MAX

Several thousand Boeing employees and media braved the rain to witness the first flight of the 737 MAX

The 737 MAX took off on its first flight at 9:46 am (PST) to the cheers of several thousand of Boeing employees and media. The plane flew for nearly three hours, before landing a few miles away at Boeing Field (BFI) at about 12:32 pm. You can watch a live feed from Boeing and we will continue to cover the event live on our Twitter feed below:

Up, up and away! The 737-MAX leaves the ground on its maiden flight. We'll catch up with it soon at Boeing Field.

Up, up, and away! The 737 MAX leaves the ground on its maiden flight. We’ll catch up with it soon at Boeing Field.