· 对品牌形象进行调整，致力于满足数字化世界的需求
Adaptations to the branding to fulfil demands of the digital world
· 通过小调整，奥地利航空标志在移动设备和智能手表上更清晰可辨
Logo more easily and clearly recognizable on mobile devices and smart watches thanks to small adjustments
· 数字领域的调整将逐渐扩大到整个品牌环境，也包括飞机
Adjustments in the digital domain will be gradually transferred to the entire brand environment, also on aircraft.
· 全新品牌标志首次亮相：全新涂装波音777 OE-LPF于2018年5月亮相维也纳
First visible sign: the new Boeing 777 OE-LPF at its first appearance in Vienna in May 2018
奥地利航空正在使自身适应数字化世界，进一步提升品牌形象。目前正在针对其品牌形象进行小调整，这是在2018/19年交替之际计划全面升级网站及APP以及计划加大互联网工作力度的背景下进行的。其目标是满足数字化世界的需求，从而确保品牌形象更加现代化。奥地利航空管理委员会成员兼首席商务官Andreas Otto解释说：“数字化正在改变我们的生活。我们的产品、品牌和公司也在使自身适应数字化未来。对我们的品牌形象的重新调整是朝着这个方向迈出的重要一步。”
Austrian Airlines is making itself fit for the digital world and is further developing its branding. Small-scale adjustments are being carried out against the backdrop of the planned relaunch of the Website and the app at the turn of the year 2018/19 as well as the stronger Internet presence being planned. The aim is to meet the demands of the digital world and thus be more modern. “Digitalization is changing our lives. Our products, our brand and our company are also making themselves fit for the digital future. The realignment of our branding is another important step in this direction”, explains Andreas Otto, Member of the Management Board and CCO of Austrian Airlines.
对品牌标志进行调整
Adjustments to the logo
重点在于对品牌标志的小幅改动。奥地利航空品牌形象的两个核心要素，即箭头图案和“Austrian”字标，都将进行现代化，以增强效果。对于飞机和广告牌，这会强化远距离视觉效果。与此同时，80%的互联网应用都是基于移动设备。为此，需要特别注意让奥地利航空标志在移动设备和智能手表上更清晰可辨。
The focus is on a slight adaptation of the logo. Both core elements of the brand image, namely the chevron and the wordmark “Austrian” are being modernized to enhance their effect. This will particularly increase the long-distance effect on aircraft and billboards. In the meantime, 80 percent of Internet use takes place on a mobile basis. For this reason, particular attention is being attached to ensure that the logo is more easily and clearly recognizable on mobile devices and smart watches.
个性、能力和奥地利化的品牌价值将保持不变。典型的“奥地利航空红”包含奥地利航空品牌形象的特征元素，应以更具针对性的方式使用，以便与其它航空公司区分开来。同时，应以一种可控的、迷人的方式使用标志。
The brand values of individuality, competence and Austrianess will remain untouched. The typical “Austrian Airlines red”, which comprises the characteristic element of the airline’s branding, should be used in a more targeted manner as a distinguishing feature to set it apart from other airlines. At the same time, the logo should be deployed in a controlled and charming manner.
机队的视觉外观
The visual appearance of the fleet
在数字领域进行的调整将逐步扩大到奥地利航空整个品牌环境。因此，将对所有的乘客接触点和机场的全部标牌进行调整。整个机队也将逐步采用新涂装。
Adjustments made in the digital domain will be gradually transferred to the entire brand environment of Austrian Airlines. Accordingly, all customer touchpoints and the entire signage on the airports will be adapted. The livery of the fleet will also be gradually adjusted as soon as a new painting is anyway needed for the respective aircraft.
全新涂装波音777 OE-LPF即将亮相
Showdown for the new Boeing 777 OE-LPF
采用新涂装的第一架飞机将是全新波音777 OE-LPF，将在2018年5月抵达维也纳后首次亮相。这架长途飞机目前正在香港进行改装，以符合奥地利航空公司的标准。
The first aircraft to feature the new livery will be the new Boeing 777 OE-LPF, which can initially be viewed in Vienna at it´s arrival in May 2018. The long-haul aircraft is currently in Hong Kong, where it is being modified and adapted to fulfil the standards of Austrian Airlines.
奥地利航空所有飞机换上新涂装将需要大约七年时间。在2019年夏季航班时刻表生效时，奥地利航空机队82架飞机中将有18架换上新涂装。
On balance, it will take about seven years until all Austrian Airlines aircraft will have the new livery. 18 out of a total of 82 aircraft in the airline’s fleet should feature the new livery when the summer flight schedule for 2019 takes effect.
飞机外观设计的主要新特点：通过将红色区域从尾翼向下延伸到机身，尾翼在视觉效果上被放大。这样，该标志可以更动态地突出显示，并且显得更大。机身前部的字标“Austrian”也显示在更大的表面区域，因此从远处清晰可见。未来，喷气发动机将涂成华丽的白色。因此，箭头图案和 “Austrian” 字标将以更迷人的方式突出显示。奥地利航空典型标语 “Servus（德语你好）”将保留在飞机腹部。
The primary new features of the aircraft’s exterior design: the empennage will be optically enlarged by expanding the red area from the empennage downwards across the fuselage. In this way, the logo is more dynamically highlighted and shown to be bigger. The wordmark “Austrian” in the front area of the fuselage is also displayed over a larger surface area and thus be clearly readable from far away. In the future the jet engines will be painted in a resplendent white. As a result, the chevron and wordmark “Austrian” will be visually highlighted in a more charming manner. The typical Austrian salutation “Servus” will remain on the aircraft belly.
