‘The sky belongs to everyone’: Avianca rebrands with lowercase logo

avianca airlines

After nearly two years of transformation, Avianca Airlines unveiled its brand refresh, bidding farewell to the capital A to become avianca airlines

The airline said that the new name symbolizes a company that “has ceased to be for a few and is now for everyone”, an ethos reflected in its new slogan, “the sky belongs to everyone”.

“The more than 180 days that our planes spent on the ground due to the COVID-19 pandemic were dark days,” Adrian Neuhauser, CEO of avianca said in the rebrand unveiling held in Bogota on October 18, 2023. 

Image: avianca airlines

“We knew that our airline was at risk of disappearing, as was the connectivity of the countries and regions where we operated and the jobs we generated. But it was also during that time that we saw that it was not only possible but also necessary to achieve a different avianca, one that is more open, closer, more accessible, and with more for everyone. After nearly two years, that new avianca is here,” Neuhauser added.

Neuhauser also called avianca’s rebrand “the greatest reinvention of an airline in the history of aviation.” 

Image: avianca airlines

The airline described its reinvention as the result of the strategic projects that have been implemented to date to become a more efficient, competitive and sustainable airline.

Key highlights of avianca’s transformation and improvement include:

  • Increased capacity with a 20% expansion in the A320 fleet, providing 180 seats.
  • Expanded availability with 39 million seats in 24 countries.
  • Improved punctuality, making Avianca the world’s most punctual airline in September 2023.
  • A simplified fleet with only two types of aircraft, the A320 and 787.
  • Plans to add 16 more A320 aircraft this month and an additional 100 A320neo aircraft starting in 2025.
  • Enhanced connectivity within Colombia, with millions of seats and customers flying both domestically and internationally.
  • More flexibility for passengers to choose the services and amenities they want.
  • Extensive route expansion with 146 routes, 74 destinations, and 24 countries in operation by the end of 2023.
  • A focus on sustainability, resulting in a 25% reduction in carbon footprint per passenger transported.
  • Continued growth of the LifeMiles loyalty program, boasting 12.4 million members.
  • Avianca Cargo achieved a top-three ranking among cargo airlines in the Americas, transporting 258,000 tons of cargo to and from the region.
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