Although Boeing says it is unlikely to announce the official name of the 7E7 Dreamliner here at Farnborough, it is adopting the branding designed for the aircraft across its entire aircraft family.
The first aircraft with the 7E7 colours was an Air Berlin 737-700 delivered in May, while the second aircraft, a 737-900 due for delivery this autumn to Korean Air, is on static display at the show.
Branding
The livery and branding, produced by Seattle-based consultancy Teague Design, will feature on Boeing's flight test aircraft and on all marketing and promotional material.
Air Berlin and Korean have agreed to feature the 7E7 design on their 737s as a publicity stunt, says Rob Pollack, Boeing Commercial Airplanes vice-president, brand and market positioning.
The name of each airline is visible on the tailfins, while Air Berlin also has its logo on the engine nacelles.
The next aircraft to feature the 7E7-inspired colour scheme will be the 777-200LR to be rolled out in early 2005 in preparation for its flight test programme.
Pollack was brought in 18 months ago to the newly created branding position to work on Boeing's image. His brief is not only to stress its impressive aviation heritage but to increase the focus on Boeing's technology leadership, product quality and perspective on the business.
"The idea is to put across our message with a little more fun and emotion and in a more proactive way," he says.
The new 7E7 livery was one of the first visual changes as part of this drive, while the online contest to name the aircraft was another innovation, says Pollack.
Shades
The livery uses four shades of blue and two shades of white on the fuselage that combine throughout the aircraft's length as a visual depiction of the horizon and sky, says Boeing.
The new colours are the fifth standard commercial airplanes colour set in the company's history and replace the design introduced in 1981. Boeing brought in the first standard for its aircraft in 1928. That applied orange to wing and tail surfaces and grey and dark green to the fuselage.
MARK PILLING
Source: Flight Daily News
