Mexico’s flag carrier, Aeromexico, has unveiled its new brand design to celebrate its 90th anniversary. According to the company, the new design, which will be applied across the airline’s fleet, reflects the brand’s evolution, emitting warmth, dynamism, and modernity, while also embodying the spirit of contemporary Mexico.
Founded in 1934, Aeromexico plans to expand its fleet of 130 Boeing and Embraer aircraft by adding 20 more planes, continuing its operations with more than 600 daily flights to over 90 destinations.
As part of the 90th anniversary celebration, Aeromexico presented a new aircraft livery, uniforms, and other applications at Mexico City International Airport. Commenting on the visual change, the company’s CEO, Andrés Conesa, said that this anniversary is a special event for everyone who considers themselves part of the Aeromexico family. Marking a significant milestone in the airline’s history, the new visual identity aims to showcase how Aeromexico has transformed in recent years, solidifying the quality of its services while maintaining its focus on customers.
Since 1960, Aeromexico has used a logo called “Caballero Águila” (“Eagle Knight”), which depicts a stylized head in an eagle-shaped helmet. In the new iteration, the trademark exhibits more human characteristics to better convey emotions and a sense of closeness, according to the company.
Given that Aeromexico’s last rebranding occurred 26 years ago, this current update is a notable event. The new logo design features more curved lines, with almost no straight ones. The full version of the logo includes the emblem of SkyTeam, an airline aliance founded by Aeromexico in association with Air France, Delta Air Lines, and Korean Air. The Eagle Knight will be painted in white on a dark blue background on the vertical stabilizers of the planes.
Most of the redesign was carried out by the Barcelona-based Mucho design agency. However, Aeromexico’s order did not include a logo redesign, and the airline has yet to disclose who was responsible for that part of the overhaul.
As for Mucho’s contribution, Aeromexico’s image was refreshed with a graphic pattern, a corporate font developed in collaboration with Sharp Type, and a new color scheme that introduces Mexican Pink, alongside a visual information management system.
Interestingly, a month ago, the airline presented a Boeing 737 MAX-9 with a stunning special anniversary livery. Aeromexico stated that the design was created by Mexican artist and illustrator Edgar “Saner” Flores, featuring elements of Mexican art.
The vertical stabilizer of that plane featured the older version of the Eagle Knight emblem, which was updated after the presentation. This is somewhat unusual, as brand redesigns typically take a longer period of time.
In fact, Mucho published its part of the rebranding back in April. The agency’s visuals show that the design system was built on straight lines, including the previous version of the logo. The icon’s striped motif is graphically referenced in branded patterns, alluding to Zeitgeist, a popular Mexican design launched by Lance Wyman in the 1970s.
Regardless, Aeromexico made the decision to hire two different studios, which did not collaborate with each other, to create the general design system and the logo. While this approach may lack consistency and disrupt a cohesive design concept, the company may still address this issue in the future. As Mucho’s creative director, Marc Català, explained, “We offer branding solutions based on the customer’s needs. That doesn’t mean they will be implemented exactly as we propose.”
