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 Gísli 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 nose of our 757 shadowing the engine nacelle as we climbed above the clouds. Heading west from Iceland at 5 p.m., we had sunset conditions for the whole flight
Ã¾etta reddast is an iconic Icelandic phrase that roughly translates to “it’s all going to work out.” It seems a suitable title for the review, because everything on my economy-class flight on Icelandair worked out very well.
My flight was from Keflavik International Airport (KEF) to Seattle-Tacoma International (SEA) in seat 14A aboard TF-FIK, a 20-year-old 757-200 that must have gone through a refurbishment relatively recently, as the interior looked very fresh. The aircraft had originally been built for Iberia back in 2000, and, if you look closely, you can find traces of that heritage â€” the aft lavatory doors still have their “occupied” signs written in Spanish.
I was headed to Seattle on a Monday evening in February (before the coronavirus became an issue); not exactly prime tourist season, even by busy Icelandic standards. Correspondingly, the flight had quite a few empty seats. Once people finishedÂ shuffling themselves around to sit with their traveling companions, it left me in the fortuitous position of having an entire row to myself, a treat that I haven’t enjoyed in a very long time.
Backing up a bit, though, boarding was fast and easy. It was my third visit to Iceland, and my first time departing from a jet bridge at the terminal instead of being bused to a hardstand – KEF has been busily building out its terminals to add more jet bridges and basic capacity.
It was snowing outside, so even though I was disappointed at the missed photo opportunities you get when boarding from the ramp, it was nice not having to go out in the snow to get on board.
Loyal readers will recall our 2017 review of Saga Premium (which, at the the time, was called Saga Class) on Icelandair’s venerable 757-200s.
Since then, Icelandair has added several Boeing 737 MAX 8 jets to their fleet (they ordered a total of 16 of the MAX in both the -8 and -9 variants), using them on routes to U.S. destinations on the east coast and upper midwest, along with several European routes.
I flew SEA-KEF on a 757, then returned via Chicago on a 737 MAX 8, as Seattle is, unfortunately, beyond the working range of the MAX 8.
So, two years on, what was it like to fly Saga? Candidly, I was a fan of the last trip, so the memory still felt fairly fresh. My outbound flight was on TF-FIR, aka VatnajÃ¶kull, aka 80 years of Aviation, aka the glacier livery.
This AvGeek was stoked at the opportunity to fly on VatnajÃ¶kull, even though it was parked at a corner gate between two diagonal jetways at SEA, making photos pretty much impossible that day. IMHO, it’s the one of prettiest planes in the sky today, tied for that honor with Icelandair’s Hekla Aurora livery on TF-FIU.
The outbound flight from SEA to KEF was as good as the last time – I was in seat 1A for this flight, which is in a bulkhead row. The seats themselves are the same as we reviewed in 2017. They feel even more dated now, especially when compared to contemporary options even on some domestic US carriers, but they’re still very comfortable and offer a generous amount of recline.
A huge crowd gathered to come see Icelandair’s newest addition to its fleet.
During a recent trip in April to Switzerland, I was able to make use of Icelandairâ€™s Stopover option #MyStopover, and spent a weekend in Reykjavik to attend an employee-only plane warming party for the first Boeing 737 MAX 8 added to Icelandairâ€™s fleet.
In February and March, Icelandair took delivery of their first three Boeing 737MAX 8 aircraft, TF-ICE, TF-ICY, and TF-ICU. The airline has 13 more MAX-series jets on order, with the next three scheduled for delivery in 2019, with the final delivery of this order slated for 2021.
The dark patches in the grey sky made for some nice contrast
The 737MAX features Icelandair’s updated livery, which has a simpler look. The blue is a lighter hue, the underbelly is grey, the words on the tail have been omitted so it only has the logo, and the yellow fuselage stripe has been removed. The aircraft were delivered without seats â€” they and the in-flight entertainment system were installed in Keflavik by Icelandair Technical Services.
There was a several-day delay, before the first scheduled revenue flight, but, very quietly on April 13, TF-ICE made its first revenue flight to New York (EWR) and back, just in time for the party.
On the morning of Saturday April 14, TF-ICE made a quick repositioning flight from Keflavik (KEF) to Reykjavik City Airport (BIRK), where Icelandairâ€™s upper management, along with some lucky employees, invited guests, and members of the press were about to board this brand new Boeing 737MAX for a sightseeing flight over Iceland.
A Delta 757 in the Sky Team livery on approach to Seattle-Tacoma International Airport
The recent announcement by Delta Air Lines that it will be ordering 100 new Airbus A321neo jets could put a nail, or perhaps rivet, into the coffin of a 757 replacement.
I knew this Delta announcement was coming years ago when I was working for Boeing and had an insightful chat with a very high-ranking Boeing executive. The chat was not in a public forum, so I will not say who it was, but trust me – this person knew what he was talking about.Â He told me that he felt Delta may never buy from Boeing again. He went on to talk about how Deltaâ€™s former CEO, Richard Anderson, and its current leadership, was pretty much married to the French conglomerate.Â
Prior to Delta, Anderson made a couple of big Airbus purchases while heading Northwest Airlines. Deltaâ€™s entire A319, A320 and A330 fleet comes from Northwest. So whatâ€™s this have to do with the flirtation of a new 757?Â Delta is far and above the biggest 757 user with 128 757s, a total that was boosted after the 2008 merger with Northwest Airlines. United’s the next-largest passenger carrier at 77 and American is third with 52. The aircraft is still popular in the US, but not as much overseas.