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Dan Catchpole | dcatchpole@heraldnet.com
Published: Monday, November 25, 2013, 12:01 a.m.

The Boeing 777X's burgundy branding

  • In an exhibit at the Dubai Airshow in the United Arab Emirates last week, the Boeing Co. displayed an enormous model of the new 777-9X. Marketing mate...

    Boeing

    In an exhibit at the Dubai Airshow in the United Arab Emirates last week, the Boeing Co. displayed an enormous model of the new 777-9X. Marketing materials for the airplane, and the livery depicted here and in illustrations, employ dark red -- burgundy -- as a color theme. It's a departure from the company's deep-blue brand, but Boeing did something similar when it rebanded the 747-8 with orange livery.

  • An artist's rendering of the planned Boeing 777-9X.

    Boeing

    An artist's rendering of the planned Boeing 777-9X.

AirlineReporter.com has an interesting review of the gradual visual branding changes Boeing has unveiled in recent years, starting with the Dreamliner livery and working through to the choice of burgundy as the official color of the 777X. That color was carefully studied. You would not be off in assuming the goal was to conjure a classy wine.

We would add a couple of observations:

  • In its launch announcement in Dubai, Boeing said the 777X moniker was not the final word on what that model will be called: "Like the 787 Dreamliner which was launched as the 7E7, the 777X will be formally named at a later date." We wonder if the "X" will get dropped. After all, it's hard to come up with a better Boeing brand than the simple, clean "777."
  • And if you're going to call an airplane, say, the 777-9 instead of 777-9X, why not call another one the 737-8 instead of the 737 MAX 8? (Or is it "Max"? We are not in favor of all-caps when something's pronounceable and not an acronym.)
Discuss amongst yourselves.


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