Aerolineas Argentinas is introducing a new brand image as part of its sweeping four-year business plan.

Mariano Recalde, President of the troubled airline, said the changes would reposition Aerolineas as "an emblem" for all Argentinians.


Global branding consultancy FutureBrand was contracted to develop a brand strategy involving everything from aircraft livery to uniforms
and retail concepts.

The condor symbol of the airline has been redrawn with a more contemporary look. The distinctive blue colour of the company's aircraft livery has been replaced by a light blue, which is closer to that of the national flag. A touch of yellow has been added to represent the sun. Typography has been replaced by a more modern, lightweight one, while retaining preserves the traditional italic
style.

There's also a new slogan to go with the changes - “Alta en el Cielo,” or “Up High in the Sky".

In an earlier statement, Recalde announced that Aerolineas would add more than 70 new aircraft to its fleet between July this year and 2014.

Earlier this year the company moved its regional international operations from Buenos Aires' Ezeiza airport to Aeroparque Jorge Newberry, closer to the city centre.

"A new era begins for Aerolineas Argentinas," said a company statement released this week. "This new era seeks to regain all the good things we used to have, and achieve that which is still missing so as to reach the top.

"Our mission: To connect Argentineans and contribute towards the integration and economic and social development of our country, promoting the national territory as a tourist, cultural and business destination.

"Our vision: To be the flagship company and pride of the Argentine Republic, renowned for its efficient and transparent public management."

Added Recalde: "Aerolineas Argentinas proudly presents its new image, having now regained confidence, regularity and timeliness and also increasing the number of frequencies as well as improving its service. That is why we propose to believe again, and once more raise the values that made us a world class airline."