Oh gosh...if it’s true, April is too soon.
Evolution vs Revolution is typical branding design jargon for “the same but a bit refreshed and less dated” vs “bold, new and disruptive: saying something completely new about the brand.
If it is a soft launch vs an unveiling, then my expectations are low for something that makes a statement.
One could call both Air France last update and Lufthansa “evolutions” - yet Lufthansa really created so much turmoil. When Air France added the teetie-weeny swoop at the bottom of the blue and red stripes, and the little “j” like symbol added to AIR FRANCE, I was astonished that they even mentioned it. It was SO NOTHING.
Revolution like IBERIA, from 70’s stripes and a royal wink to total orange and red boredom to say “hey we are just like all the others”
TAP: Bravo, that was a revolution that said TAP IS HERE TO STAY AND WE ARE COOLER THAN YOU THINK!
The last three Qantas liveries (1984, 2007, 2016) are IMHO how you do 'evolution' well. The basic concept is the same but each version brings a fresh perspective to the brand. Each version of the kangaroo says something slightly different, while maintaining the affinity and identify that the brand possesses. When you have a brand so strong a 'revolution' such that people cease to recognise it is not necessarily a good thing, but nor is letting your brand go stale.
I basically agree. And QANTAS has done a good job at evolutionary refreshes
The thine for a wholesale change is often when certain situations call for it. One could be that there’s “nothing to lose” as so many things are bad including declining sales. Often then a new livery is too late, and a lie! Another could be when customer feedback says that the brand looks like an old airline from another era (like the 50’s), or if a major disconnect exists between stellar service and hard etc product, and the branding design doesn’t capture the experience at all.
IMHO United only requires a refresh to match how new and superior many parts of the experience are. Example: sit in a Polaris Lounge and look out the window at the aircraft: DISCONNECT! Now, not everyone flies Polaris or PE, in the back everything is pretty much the same. But as UA has made a firm commitment to the high paying business flier, the current livery is basically in line with Diamond BF than Polaris- which is why I personally think waiting until business fliers have a near 100% chance of getting a Polaris seat before signaling major change via identity (livery)
Then again, perhaps if they soft launch it, it will take many more years to repaint the fleet that refurbish it!