SAS has today launched a brand new visual identity for the first time in 21 years. The livery will debut on newly delivered Airbus A350 and A320neo aircraft. SAS says that this is a modern and new upgrade to their livery, just as they're updating their fleet to add modern and more fuel efficient planes.…
Continue reading: SAS Unveils Stunning New Livery
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Give it a decade before every livery is the exact same as each other, EI unveiled a similar tail recently and they were hardly the first
I like it too! Want to see that big SAS in silver. Kinda miss the red on the engine cowlings though...
It may not be the most original design, but certainly elegant! Hope to see it in person soon.
Looks like all the Star Alliance airlines got a package deal to update their livery.
+1 to @Ameya
Colour and style wise, Lufthansa, LOT and SAS look very similar.
Icelandair is the northern European airlines with real stunning liveries, they fly around with glaciers on their planes. Now, that is STUNNING.
Somehow I do not quite like silver liveries like Aeroflot, American and SAS. A wasted opportunity to move away from silver.
Note that SAS is the only Star Alliance member with a non-white livery. Compare that with SkyTeam (KLM, KE, Vietnam and AR are blue, SV is the colour of sand and Aeroflot is silver).
How does it look in the dark? Hopefully better than Lufthansa’s. Looks very elegant though.
There is also a Latam Star Wars based: https://www.milhasedestinos.com.br/latam-aeronave-star-wars/
Ah Lucky.. I remember you being harsh about Lufthansa and Aer Lingus, this is hardly original or stunning.
Only a tad different from Lufthansa’s livery.
Personally I prefer AA’s livery. World best.
Well, I will say that it's an improvement over their current, very dull, livery. And it is sharp as new liveries go in 2019. That said, it still demonstrates this current fetish that airlines seem to have with the tail swoop while the remainder of the aircraft is monochromatic.
Personally, I prefer many of the classic liveries with the nice cheatline and evenly applied titles. China Southern is the best current example of such a design and it's really nice. This? Not so much - though it is better than Lufthansa or Aer Lingus. That's not saying much though.
I personally like United's 2019 livery best out of all the newer ones. This isnt bad though but it would be better if they kept the red engines.
It's pretty good, certainly much better than Lufthansa's recent update, but I wouldn't call it "stunning". Would have preferred something that breaks up all that white to the front of the tail.
It's conventional for a 2019 livery, but how on earth do you get "stunning" out of this?? ....it's almost a verbatim copy of Lufthansa.
It looks like a partner airline of Lufthansa.
The big SAS in front is a little too not understated.
I like the very old dragon livery. The current one is too childish. The new one is "just ok" to me. Not ugly. They also need to choose SAS or Scandinavian. SAS is best for Japanese or Chinese. Scandinavian is better for UK or USA.
Dull. Prefer the old one. The change will be at the insistence of shyster consultants : “ You must have something crisp and fresh to resonate with millennials “, here’s our bill for € 1 M.
Oh. Yet ANOTHER solid light color fuselage wrapped with a solid color tail.
How creative.
Meh.
For the young folks that weren't around some decades ago, the washed out silver SAS in the fuselage is a Sabena revival. The stripe on the engine is a Swissair tribute and the tail, well, you all know it...
They literally copied United, and everyone hated Uniteds new livery. The engine is good but thats it.
So what, it's the same thing almost every airline has now. No Designers needed for that, i'd say. Slightly different colour than the others, slightly different font than the others, that's it.
As "brave" and "stunning" as most half-baked movements these days. 80% similar to the old one.
Stunning? LOL.
It's Eurowhite with a bit of blue and silver accenting. Blah.
Completely unremarkable.
This is not actually a rebrand - they were rebranded as a whole by the agency Bold Scandinavia, but as part of that they proposed a livery that didn't go do too well (a blue gradient going from the tail into the main fuselage), see below.
https://www.underconsideration.com/brandnew/archives/new_identity_for_sas_by_bold.php
The brand on the whole was stunning and but the general feeling was the livery let it down, so I think Bold went back to the drawing board and came up with what we see here - and I for one am glad they did! It's stunning, and more truly goes with the overal brand touch points!
How do you actually pronounce the airlines name? Is it by the initials S-A-S or as SAS as is 'sassy?' I've flown with them once (or rather twice as part of a return journey) and both ways were used by various crew members.
I like the second way better.
This looks everything but unique. If anything I will miss the red engine covers, which is what made their planes stand out the most
What is so bloody “stunning’ about it? Just another bland, uninspired livery that we have been fired to endure since the late 70s.
Well, they are just following the current (and quite boring and outdated) trend of Tails á la Qantas and big billboard name.
By the way, it doesn’t take much effort to improve the forgettable previous livery.
Nine of them compare to the originality of the 80’s colors.
What a mess.
It really is a step backwards and nothing at all special.
Bring back the red engines.
Design is not everything. SAS is the worst airline I have ever used. In Europe any cheap airline is better. I will never fly with them again - doesn't matter how nice aircraft looks like.
It is elegant but not stunning.
To those who think SAS copied United or Lufthansa, Google a bit to see what UTA widebodies looked like, hint : Qantas even copied it save for the color and the roo.
Kudos to Bob for finally mentioning the term Eurowhite.
And I really hope that Andrew (Personally I prefer AA’s livery. World best.) is being sarcastic
I like the billboard SAS titles on the fuselage. It reminds me of the scheme once used by Sabena. The tail is similar to LH but looks good from the underside. And I do miss the red engines. At least the fuselage is not pure white like too many airlines these days.
Dull AF. The colors are dull and the font of “SAS” doesn’t match somehow.
I miss the red accents.
No. Not an improvement.
The Swedish Navy has painted bar codes instead of numbers on the side of their ships so when they return to port they can scan da navy in.
The new design is lagom yet modern. Well done.
As usual, SAS follows the trend that was new and innovative many years ago. And still everyone believes that it's superior because it comes out of Scandinavia, it seems. It's pretty tame, conventional and 3 steps behind the rest, as usual with SK. A clone of LH at best.
Love it. Classy and beautifully modern. Please carry over the appeal to the interiors as well.
Boring, unattractive, convensional. Not stunning at all. Such good airlines, and SAS somehow always manages to betray superb Scandinavian design. This is Lufthansa minus, and the SAS logo looks like a decoloration of the equally boring white. Sleek? Professional? Serious? No, just cold, forgettable. AER LINGUS is a beautiful livery, as is THAI, AIR TAHITI NUI, HAWAIIAN. SAS could have used the colourful three flags, the nordic culture, but failed... again.