In 2021, we saw ITA Airways replace Alitalia as Italy’s national airline. Alitalia had been struggling financially for years, and the Italian government wanted a clean slate… sort of. So the country created a new company, which took over most of Alitalia’s aircraft, staff, routes, etc.
Honestly, I’d say what has happened in the past few years has probably been the best case scenario for the company. The financial performance hasn’t been that terrible, and Lufthansa Group has even invested in ITA Airways, so we’ll finally see Italy’s national carrier privatized a bit. In fairness, the incredibly strong demand for transatlantic travel, and in particular Italy’s popularity as a tourist destination, has helped quite a bit.
Along those lines, ITA Airways has just made an interesting announcement when it comes to branding…
“ITA Airways, inspired by Alitalia”
By the end of 2024, ITA Airways’ visual identity “will be enriched with an historic element that pays tribute to both the country and aviation heritage.” Specifically, a lot of ITA Airways branding will show the carrier’s name, with a message behind it saying “inspired by Alitalia,” also with the Alitalia logo.
This project is being described as “concrete and ambitious,” and is intended to pay tribute to Alitalia’s “pioneering excellence in air transport and its role as an extraordinary ambassador of ‘Made in Italy’ around the world.”
As ITA Airways Chairman Antonion Turicchi describes this:
“We proudly presented the project to enhance the Alitalia brand, which will complement our identity logo ‘ITA Airways’ to reinforce its values of excellence in air transport, which are recognized worldwide.”
I mean, I guess this is a cute touch?
I have a soft spot for the Alitalia brand, so I’m kind of happy to see it will be making somewhat of a comeback. However, as far as I’m concerned, the airline should’ve just kept the Alitalia branding to begin with, since it is kind of an iconic brand.
I’m not sure Alitalia had the greatest reputation, but people knew the brand, while the average person outside of Italy (or perhaps Europe) doesn’t know what ITA Airways is.
I’m not sure this “inspired by Alitalia” branding will do a whole lot for the airline one way or another. I suppose this is just intended to give employees some sort of pride in the history of the company. Or maybe the idea is that for those not familiar with ITA Airways, seeing the Alitalia branding will remind them that this is an Italian airline.
Bottom line
Starting later this year, we’ll see ITA Airways bring back some Alitalia branding, as the airline will add the “inspired by Alitalia” phrase to some of its marketing. The idea is to pay tribute to the history of the company. As an Alitalia fan, I’m happy to see this return, even if I don’t think this will accomplish a whole lot, one way or another.
What do you make of ITA Airways resurrecting the Alitalia brand?
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