In a rapidly modernizing industry, JetBlue is celebrating the past with the unveiling of its new RetroJet.
The new aircraft, “What’s Old is Blue Again,” features a one-of-a-kind paint scheme reminiscent of the mid-1960s. JetBlue turned to archive airline logos in its design to envision what the passenger-friendly carrier of today might have looked like five decades ago.
“The 1960s were rich with sleek but bold graphics and style — characteristics of today’s JetBlue brand,” said Jamie Perry, vice president of marketing, JetBlue. “With that in mind our team broke from our tradition of timeless designs and instead imagined a look to celebrate this iconic era of aviation and what JetBlue may have looked when it would have been introducing humanity to air travel.”
The new design features bold JetBlue orange and blue stripes, a popular aesthetic of 1960s aircraft. The typeface for “JetBlue Airways” used above the window line is reminiscent of a commonly used style at mid-century, and the aircraft’s tail showcases a lively jazz-inspired font rather than a commonplace logo. Inspiration for the design came out of New York’s Lubalin Center Archive at The Cooper Union, where the JetBlue design team scoured vintage newspaper advertisements, images and fonts from the 1960s.
A retro design calls for a retro route, so the new RetroJet will be introduced on the first roundtrip between New York’s John F. Kennedy Airport and Palm Springs International Airport. The destination was chosen for its iconic mid-century modern architecture and style and its nostalgic culture.
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