Spirit Airlines Unveils New Brand Strategy and Brand Identity Developed By VML

VML was selected to architect a new brand strategy, positioning, and brand identity for Spirit Airlines. The pitch was won after a formal review of agencies. 

The new brand strategy developed by VML introduces Spirit’s transformed Guest experience and new high-value travel options that deliver even friendlier, more comfortable, and cost-effective travel, all at great value. The brand strategy comes to life in partnership with Tombras, who is delivering across Spirit’s marketing ecosystem.

The partnership comes at a pivotal time for Spirit as it recently announced several exciting new benefits for Guests including an enhanced boarding experience, designated priority check-in, and expanded Guest-friendly policies. New premium selections include benefits such as snacks and drinks, carry-on and checked bags, priority check-in and boarding, and Wi-Fi.

Matt Klein, chief commercial officer at Spirit Airlines, said, “We have looked at every aspect of our company for ways to enhance the Guest experience, and VML has been an excellent partner in leading us through the reimagination of our Spirit brand during our transformation. VML’s brand design philosophy and experience drove us to choose them as partners, and we’re excited to show the new Spirit brand to the world.”

VML’s world-class Brand Identity and Design team led the brand identity assignment, working alongside VML’s Strategy team. Having reimagined the brand identities for global brands like Intel and World of Hyatt as well as classic American brands like Krispy Kreme and Ringling Brothers and Barnum & Bailey, the Brand Identity & Design team represents a core and critical capability within VML’s brand experience practice.

VML’s Brand Identity and Design Studio created a more dynamic, friendly brand with an energised colour system, an iconic italicised window shape that stands alone as a framing device or can be used to build patterns, new approaches to typography and photography and a tone of voice that will carve out Spirit’s unique space as the People’s Travel Champion. 

Robb Smigielski, chief design officer of VML, said, “Spirit’s new identity expands on their iconic yellow and black into a more dynamic colour system, modernising the identity and signalling to travellers that Spirit is doing something new. The window framing device grounds the brand in an ownable element that helps us show how no two people view travel the same. It allows us to tell stories about people and places that will lead the brand well into the future.”

“It’s a challenging time for the airline industry, but there’s also an exciting opportunity to reset how we think about travel brands and what consumers need. Spirit is a classic American brand, and we’re honoured to partner with our clients to develop the strategy that unlocks the next era of the Spirit Airlines brand. It’s exactly the kind of work at which our team excels,” said Renée Lavecchia, executive director VML, Miami, where the account is based.