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The first airline to have changed its image with a striking branding concept was the American airline, Braniff International of Dallas. Back in 1965 the designer Alexander Girard introduced what remains to this day a unique concept: he selected seven colours, including pink, green and orange, and had the entire fleet painted with them, each aircraft in one colour with a logo on the tail, which remained white...
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At the same time cabin seats were covered with specially designed materials, and these colours and shapes were also prominent at ticket counters and in lounges. In 1973 Girard commissioned the well-known artist Alexander Calder to paint first a DC-8 and later a Boeing 727 with abstract art all over. When Braniff flew to Europe for the first time in 1980, the Boeing 747SPis used were simply known as "Big Orange, having been painted all over from the landing gear well flaps through to the tip of the tail plane the colour of the sun...
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