Spirit Airlines Rebrand

Spirit Airlines is full of horror stories. While the true solution to Spirit’s problems lies in a full company reset, there is much that can be done to improve Spirit’s visual identity. This is a proposed rebrand I developed to create a new voice, tone, and frankly, a new spirit for Spirit. This rebrand played into the company’s current desire to create a brand that resonates with natural skyline themes, and utilizes the sunset as the primary inspiration and imagery throughout their new branding.

I was drawn to creating a custom wordmark with rounded edges and a bold look, a style that would make Spirit stand out from the other more corporate and clean airlines companies such as Southwest and American Airlines. This resulted in a series of logos that showcases a strong sense of movement, flow, and playfulness.

As previously stated, the new Spirit color palette is directly inspired by sunsets. This is because one of the most cherished experiences on a flight is watching a sunrise and/or sunset from above the clouds, creating a comforting, friendly, and relatable personality for the brand. To add even more character, a sun sprite mascot was developed that can be animated for advertising purposes and to accompany the logos, almost giving it a somewhat magical, Disney-esc appearance.

Alongside creating the branding, another task was to create a new brand guideline booklet for all employees and designers to view to best understand the brand and its visual identity.

See More. Soar More.

The new plane designs for Spirit utilize the full body of the plane along with its bold sunset gradient, making them stand out from other planes even from a distance.