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Despite the tough economic climate which has caused many companies to cut back on design or advertising projects, Virgin Atlantic Airways has chosen this moment to unveil a new brand identity, its first in five years. As well as new livery for existing aircraft, a new fleet of Airbus A330-300 is to be introduced next year.

'We have a reputation for turning negatives into positives,' says Janine Doy, press officer at Virgin Atlantic Airways. 'The recession gave us the opportunity to decide how we wanted to shape our brand to ensure it retained its relevance in a new world.'

London-based brand agency Circus was brought in to review and refine the Virgin Atlantic brand values. Senior partner Dilys Maltby describes the airline as 'tonic for the soul' and highlights its ability to deliver not only a great product but a great customer experience. 'Virgin Atlantic constantly challenges itself to see and do things differently and, through this piece of work, demonstrates its spirit of adventure and exploration,' she says.

Internally, Virgin's Doy says the brand refresh was the perfect way to reinvigorate employees and grow the business after a difficult 2009. Brand workshops, 'buzz  sessions' and online communications have helped to 'get people thinking about who we are and to get them to challenge their own thinking in everyday roles'.

'We have focused on ways in which we can articulate our values and communicate them to all our people so that they understand what makes the brand the way it is and how important they are in ensuring we live the brand,' she explains. 'Our pioneering spirit and joie de vivre ensure we continue to be the people's champion.'

A shining example

'Shiny' is certainly the word for the new identity. The design will be applied to the company's aircraft using a unique new paint system, 'specially developed to achieve a highly reflective depth of metallic colour' - a first for commercial aircraft. The new paint is also more durable, meaning that a refresh will only be required once a decade.

'Virgin Atlantic has been known within the business as an innovator in terms of paint technology,' says Michael Johnson, creative director of design agency Johnson Banks, which developed the new design in partnership with Virgin's in-house brand design team. 'Recent advances in metallic paint technology allowed us to incorporate  these ideas into the designs for the tailfin.'

The elegant purple logotype custom designed by Johnson Banks will grace not only the flanks of the aircraft but also their undercarriages, making Virgin planes instantly recognisable during take off and landing.

'Both we and the client were keen to restate 'Virgin Atlantic' as large as possible on the fuselage - to reclaim Atlantic's importance in many people's view as the pinnacle of the Virgin companies,' explains Johnson. 'Also, from the earliest designs we showed designs on the underbelly - another good way to make it clear exactly whose plane this was.'

The winglets have been updated with the Virgin script on the inner side, so that it is visible to passengers on board the plane, while the iconic lady who flies the flag near the front of the aircraft has been given a makeover - and a larger Union Jack.

'Our confidence for the future of the company and its brand strength is reflected in the design,' affirms Doy. 'It is simple and elegant, yet very strong and confident especially when used at a large scale. We will come out of the recession with a confident brand that will embody our pioneering spirit.'

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