Alitalia has revealed its new brand, new aircraft livery and new visual identity at a launch event at Rome's Fiumicino Airport. The airline also announced product upgrades across all classes of service on its international wide-body fleet with the aim of repositioning itself as a leader in superior service and a powerful ambassador for Italy.

The new developments mark a major milestone for Italy’s national airline, as it revitalises its business across all areas of its global operations.

The airline's chair, Luca Cordero di Montezemolo, said: “Our livery is universally associated with Italy and viewed as iconic and highly recognised. However, it was clear that it needed to evolve to bring Alitalia into the 21st century in a way that could meet our ambitious objectives and the most demanding market expectations.”

After 46 years, the green band will disappear from the fuselage for the first time. At the core of the new livery is a larger tricolour ‘A’ tailfin, which serves as a powerful representation of the Italian flag across the world, while a more modern typeface and non-Italic style has been introduced to convey the confidence and assertiveness of the new brand.

Meanwhile, the new inflight experience places emphasis on greater customer choice, innovation, quality, and more personal control over how guests relax, dine and are entertained on board. Wi-fi connectivity will progressively be made available on all long-haul aircraft, together with revamped movie galleries and inflight entertainment.

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