This is the first time in 24 years that the UAE’s flag carrier has refreshed its brand identity

An Emirates A380 with their new livery on the tail.
Photo: Emirates

Over the years, Emirates’ aircraft have donned a range of eye-catching temporary liveries – from brand sponsorship associations to the commemoration of special occasions such as the airline’s 50th Jubilee – but rarely has it made a change as significant as revamping its brand identity.

The third iteration of Emirates’ identity

Emirates’ original livery was introduced in 1985 when the airline was launched. Designed by UK-based Negus & Negus, the United Arab Emirates flag carrier’s fleet bore its logo and Arabic calligraphy above the forward windows. The tail was painted in the vibrant red, green, white, and black hues of the country’s flag.

14 years later, the airline refreshed its livery with the delivery of its first Boeing 777-300 at the Dubai Airshow in 1999. Apart from an enhanced flag design, the brand text and calligraphy were enlarged, and the airline’s website was added below.

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An Emirates Boeing 777-300ER in flight.

On March 15, 2023, the flag carrier unveiled its third refreshed livery, the first time it has done so since 1999. The first aircraft in Emirates’ fleet of over 250 aircraft to bear this new look is A6-EOE, an Airbus A380 – because what better way to show off the design than on the world’s largest passenger airliner!

An enormous job

Painting an aircraft as large as the A380 is no easy feat. The process started with the removal of the existing livery. Once the layers of paint were stripped away, the Superjumbo was repainted white. The Emirates logo and calligraphy (which are 32.5% larger) were sprayed across the fuselage.

The airline’s iconic Arabic text was then stenciled onto the wingtips before being painted red so that the design stood out in reverse white. The fuselage-facing surfaces of the wingtips were also painted, so passengers see the UAE flag colors when they look out the window – clever marketing in the age of “plane window view” social media posts.

An Emirates A380 Inside Wingtip

Photo: Emirates

Next, a new dynamic 3D-effect artwork was sprayed onto the aircraft’s towering tail, standing 45 feet (14 meters) tall and 42 feet (13 meters) long at the root. In the sky, this design may look much like the previous tail paint jobs. However, upon closer look on the ground, keen-eyed spotters will notice that the design is impressively intricate.

As in previous designs, the new livery also features the airline’s signature calligraphy on the engines and a red belly (incorporated in 2005). While Emirates’ iconic colors and critical brand elements remain, this new livery represents the airline’s unique and future-ready identity.

Watch how A6-EOE was painted in this fresh new livery:

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