The Alitalia brand may return to the skies after almost four years. In a press conference last week, Jörg Eberhart, the new CEO and president of ITA Airways – Alitalia’s successor – confirmed that there are plans to revive the iconic name.
Eberhart did not explain how this return will be made, but that the transition will be with the adoption of the slogan “Inspired by Alitalia” on the planes.
The name has been displayed at the company since September 2024. The first aircraft already has the inscription, the A350-900 with the registration EI-IFA.
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ITA Airways acquired the brand from its predecessor in 2022 for $100 million, and there have been speculations since then about plans to use the Alitalia name on a subsidiary or to rebrand ITA Airways under the old brand.
The Italian government had to change the company’s name at the request of the European Commission in exchange for approval of the Italian flag carrier’s rescue plan in 2020.
The Alitalia logo, with a stylized A with the colors of the Italian flag on the tail, is one of the most recognizable marks in aviation.
It was designed in 1969 by the renowned Landor Associates, known for designing the visual identities of several carriers.
