Carrier JetBlue unveiled a new 1960s “RetroJet” plane design, featuring a throwback look to envision what the carrier’s branding would have looked like had it existed 50 years ago.
The move is intended to “highlight JetBlue’s innovative style,” a statement reads.
JetBlue started operations in 2000, so the retro branding is the result of a reverse engineering process. Archives of popular logos and notable companies from the mid-1960s were consulted in order to “envision what the customer-friendly carrier of today might have looked like some five decades ago.” Designers spent time at New York’s Lubalin Archive at the Cooper Union, “pouring through original advertisements, graphics, images and fonts from the 1960s.”
The new design is featured on a one-off Airbus A320 plane and involves orange and blue “speed stripes,” with JetBlue Airways “printed in a font consistent with a typeface widely used in the time period.” There’s also a tri-colored tailfin with “a lively 1960s jazz-inspired font that would have stood out among other airlines of the time.”
The plane launched on JetBlue’s service between New York (JFK) and Palm Springs International (PSP). The plane will be used on other routes across the network over time.
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