Spring Japan announced on October 26 that it will renew its brand logo and aircraft livery. The first Boeing 737-800 (registration: JA05GR) to feature the new livery is scheduled to enter service by the end of the year.
This will be the third change to the logo. The current, third-generation logo was introduced in 2021, when the airline joined the JAL Group and changed its name from Spring Airlines Japan to Spring Japan.
▲Aircraft in the current livery
The new fourth-generation logo retains the basic form of the “3S” mark, representing the company’s principles of Safety, Sincerity, and Smile. It adds “JAPAN” from the airline’s name and a “J” expressing its commitment to delivering Japanese quality. The design also incorporates the cherry blossom motif used in the original logo, conveying a sense of Japan, the warmth of spring, and approachability.
▲Spring Japan President Tatsuro Asami announces the new logo
The brand uses three colors: deep green, light green, and pink. Deep green, which has been used to date, reflects the airline’s history of fostering connections between people and cultures as a bridge between Japan and China. The newly added light green represents future evolution and the youthful energy of its employees, while pink, derived from cherry blossoms, expresses the gentleness and warmth of spring. The tagline “FLY WITH SMILE” will remain unchanged.
The logo typeface has been changed from the previous Mincho-style serif font to a rounded Gothic-style sans-serif font. A bold typeface improves visibility at airports, while soft curves have also been incorporated. Naoki Nagayasu, president and designer of FARVE Inc., which created the design, said that the “A” in “JAPAN” “looks like it is smiling slightly.” He said the lettering was also given a sense of charm and a smile.
While retaining the silhouette of the previous tail design, the aircraft livery has been renewed into a cohesive design flowing from the front to the rear of the aircraft. It depicts cherry blossom petals dancing in the wind, with a large cherry blossom motif also featured on the tail. Nagayasu said the design was created with the desire to “bring Japan’s spring to airports,” aiming to make Spring Japan aircraft recognizable even from a distance.
Painting of the first aircraft in the new livery is expected to be completed as early as mid-November, although the specific service entry date has not yet been decided. New colors will also be incorporated into the scarves worn by cabin attendants. Designs for signage and counters will be updated in stages, beginning at Narita Airport.
According to Spring Japan President Tatsuro Asami, the company had been considering the renewal since around fiscal 2025. He said the airline aims to communicate its distinctive qualities through its logo and aircraft, explaining: “We want passengers to fly with us knowing who we are, become fans, and stay with us for many years to come.”
Standing in front of a model aircraft in the new livery, Asami smiled and said, “It’s wonderful. It’s so cute I can’t get enough of it.” He added, “I want customers to see the actual aircraft as soon as possible. I hope they take lots of photos and create all kinds of memories.”
▲Newly designed scarf worn by cabin attendants
▲New design (right) and current-design scarves
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This article was generated using automatic translation by GPT-4 API. The translation may not be accurate.
