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JetBlue Surprises with First New Livery in 23 Years

The new design is unsurprisingly very blue and will first enter commercial service on June 15 before being extended to its entire fleet

by Fergus Cole

June 15, 2023

Photo: Courtesy of JetBlue

JetBlue has unveiled a fresh, all-blue livery design for its aircraft, marking the first time the airline has updated its exterior appearance in its 23-year existence.

While the airline’s previous liveries were typically all-white—apart from a blue logo, turbines, and tailfin—the new design is extraordinarily bold and blue, apart from the white wings.

In addition to an all-blue fuselage, the new livery includes the airline’s iconic Mint Leaves pattern with different shades of blue on the tail, a larger and bolder white logo, and refreshing, light-blue winglets. The JetBlue logo and Mosaic pattern will also be visible from the aircraft belly, making it instantly recognizable for plane spotters on the ground.

Photo: Courtesy of JetBlue

The new design is first set to feature on one of the carrier’s existing Airbus A321 with Mint aircraft, named “A Defining MoMint,” and is scheduled to enter commercial service on June 15, 2023.

The plane, with a registration code N982JB, has been stationed at Middle Georgia Regional Airport (MCN) in Macon, Georgia, for the last few weeks as the work on the livery has been carried out.

Photo: Courtesy of JetBlue

The new livery will roll out on more aircraft as the year progresses, giving those with a keen eye more opportunity to see this vibrant aircraft in the skies. Eventually, JetBlue’s fleet of almost 300 jets will don the new blue colors.

“Liveries have always been a part of our identity,” said Jayne O’Brien, head of marketing and loyalty at JetBlue. “When you spot a JetBlue aircraft – whether on the ground or in the air – we want customers to recognize us as a travel brand that moves them differently than everyone else.”

Photo: Courtesy of JetBlue

“The new livery helps us stand out among a sky of legacy carriers and is a stunning reflection of our role as a disruptor that uniquely combines lower fares and great service.”

The new design comes amid a shake-up to JetBlue’s brand identity, which was rolled out on digital assets and social media platforms earlier this year. The airline’s rebranding was meant to “reflect a more joyful, contemporary and digital-first appearance.”

Photo: Courtesy of JetBlue

JetBlue has also previously upgraded its aircraft’s interiors to make its passengers’ experience with them more comfortable, personalized, and fun, such as introducing new in-flight entertainment systems and free, high-speed Wi-Fi to all flights. Altogether, the new liveries, interiors, and branding are intended to make JetBlue stand out as a “disruptor” in the U.S. airline industry.