{"id":8160,"date":"2023-05-15T12:00:56","date_gmt":"2023-05-15T11:00:56","guid":{"rendered":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-102\/?p=8160"},"modified":"2023-05-09T18:37:07","modified_gmt":"2023-05-09T17:37:07","slug":"ar-or-ar-not-these-aerolineas-argentinas-liveries","status":"publish","type":"post","link":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-102\/ar-or-ar-not-these-aerolineas-argentinas-liveries\/","title":{"rendered":"“AR or AR not”<\/b> these Aerol\u00edneas Argentinas’ liveries?"},"content":{"rendered":"

Incredible as it may seem, Argentine national carrier Aerol\u00edneas Argentinas corporate identity and aircraft liveries have been the subject of an interesting number of creative projects proposed by independent graphic, brand artists and talented enthusiasts.<\/p>\n

Researching for a forthcoming story on the liveries of Aerol\u00edneas Argentinas (IATA code: AR)<\/strong>, I was forced to spend several hours clearing the chaff from the wheat while tracing the origins of nearly half a dozen independent projects circulating the World Wide Web that I’m now certain were never requested nor initiated by the carrier itself.<\/p>\n

\"New<\/a>
All subject proposals in our research appear to try and remain faithful to the carrier’s founding icon, the condor, in a more or less successful way. Shown from top to bottom and left to right are isotypes proposed by Alejandra Amusqu\u00edvar Colque, Andr\u00e9s Jos\u00e9 Garavaglia, Joaqu\u00edn Amieva, R. P. Abraham and Juan Ghiglia.<\/em><\/figcaption><\/figure>\n
\n

In addition to documenting them to clarify their “non-official” condition, below I’m also proposing a quick review of their pros and cons because, in my humble and inexpert opinion, several of them propose interesting ideas for the prospective replacement of the ruling “Nac&Pop”<\/strong><\/em> livery…<\/p>\n

Long live the condor!<\/strong><\/h3>\n

Interestingly enough, all five proposals researched are faithful to the carrier’s founding icon, the condor, although few of them manage (more or less successfully) to maintain the “Vultur Gryphus”<\/em> grandiose wings and distinctive head physiognomy.<\/p>\n

\"Abraham<\/a>
R. P. Abraham pioneered independent designer proposals back in 2004 with this fictitious AR Airbus A380 introducing a renovated and impressive rendering of the airline’s icon, the condor.<\/em><\/figcaption><\/figure>\n
\n

This independent design trend appears to have been set in motion in 2004 by one R. P. Abraham<\/strong>, whose “life-long fascination with the aviation industry [led him] to design new liveries for commercial airlines, to demonstrate branding opportunities for these carriers”<\/em> as stated in a surviving copy of his original site, airlineimage.com<\/strong><\/span><\/a>.<\/p>\n

His portfolio proposed a powerful upgrade to corporate visual identity focusing on aircraft liveries and printed materials, with limited facilities redressing layouts and no personnel uniforms details.<\/p>\n

\"Abraham's<\/a>
R. P. Abraham’s final portfolio contemplated application on all aircraft types available on Aerol\u00edneas Argentinas mid-2000s fleet: Airbus A310 and A340, Boeing 737, 747-200 and 747-400 and McDonnell Douglas MD-88.<\/em><\/figcaption><\/figure>\n
\n

The most striking propositions in his aircraft livery subordinated “Aerol\u00edneas” to “Argentinas” in company titles and highlighted the condor’s majestic wingspan and distinctive feather geometry; but it oversimplified and degraded the bird’s distinctive head physiognomy and unintentionally degraded an otherwise impressive design.<\/p>\n

In 2012, Bolivian digital artist and business administration expert, Alejandra Amusqu\u00edvar Colque<\/strong>, posted an Aerol\u00edneas Argentinas brand book proposal in her personal blog<\/strong><\/span><\/a>, where she essentially suggested a redesigned Aerol\u00edneas Argentinas condor isotype where the bird’s distinctive features were transformed into a pleasant (yet not too representative) generic wide wingspan feathered creature.<\/p>\n

\"Amusquivar's<\/a>
Alejandra Amusqu\u00edvar proposed a pleasant, yet not too representative, Aerol\u00edneas Argentinas redesigned “core” isotype.<\/em><\/figcaption><\/figure>\n
\n

Argentine initiatives<\/strong><\/h3>\n

Most likely unaware of preceding foreign interventions, some Argentine student designers published their own re-branding proposals in renowned creative repositories such as Domestika and Adobe’s Behance.<\/p>\n

Andr\u00e9s Garavaglia<\/strong>, then aspiring to a degree in design and visual communications at Lan\u00fas University, posted a new Aerol\u00edneas Argentinas visual identity<\/a><\/strong><\/span> proposal in Domestika’s creative projects area in 2013.<\/p>\n

\"Garavaglia<\/a>
Andr\u00e9s Garavaglia’s 2013 visual identity project proposed redressing aircraft and ground vehicles with a layout blending his condor isotype into their outer skin.<\/em><\/figcaption><\/figure>\n
\n

Essentially focused on company stationery (letter sheets, envelopes, credentials and business cards), Andr\u00e9s’ proposed layout also suggested renovating the condor isotype and aircraft, ground vehicles and facilities liveries in a layout blending in the new isotype.<\/p>\n

One year later, Juane Ghiglia<\/strong> posted an Aerol\u00edneas Argentinas re-branding project<\/a><\/strong><\/span> in Adobe’s Behance creativity repository while transiting an institutional identity design course at Buenos Aires University.<\/p>\n

\"Ghiglia<\/a>
Juane Ghiglia recycled some “Nac&Pop” livery features in his 2014 project to redefine Aerol\u00edneas Argentinas as a domestic (only) airline.<\/em><\/figcaption><\/figure>\n
\n

The author’s intent was to re-direct and strengthen Aerol\u00edneas Argentinas attributes to a more national essence, conveying dynamism, security and Argentine identity values in a scenario where the company turned into a domestic (only) airline.<\/p>\n

Ghiglia’s designs encompassed a wide range of identity items, from aircraft to advertising posters and baggage tags (but excluding personnel uniforms), and re-used several ruling graphical attributes (such as the current isotype) and colors, and stands out by completely eliminating the “Argentinas” word from company titles.<\/p>\n

Amieva’s “opera prima”<\/em><\/strong><\/h3>\n
\"Amieva<\/a>
Joaqu\u00edn Amieva’s elegant proposal, as applied to this gorgeous Airbus A330 artist’s impression.<\/em><\/figcaption><\/figure>\n
\n

Late in 2020, engineer, aviation enthusiast and (then) Aerol\u00edneas Argentinas employee, Joaqu\u00edn Amieva<\/strong>, released his personal Aerol\u00edneas Argentinas concept identity redesign proposal<\/strong><\/span><\/a> in Adobe’s Behance platform, coinciding with the “airline’s 70th anniversary and the absorption of its smaller domestic subsidiary, Austral”<\/em>.<\/p>\n

Unlike the previous student essays, his project demonstrates greater knowledge of company history and a degree of elegance that could just as well compete on an equal footing with R. P. Abraham’s 2004 sketches and many proposals from costly branding consultancy firms around the world.<\/p>\n

\"Amieva<\/a>
Joaqu\u00edn Amieva’s elegant setup was laid out not only for year 2020 operational aircraft types, but also for a prospective Airbus A330 cargo variant that somehow competes with the livery used in a recently incorporated Boeing 737-800 freighter.<\/em><\/figcaption><\/figure>\n
\n

In addition to selecting a modern and neat font for titles and proposing a minimalist livery that seeks to highlight the condor’s magnificence, his design evolves the company’s classic logo in an emboldened and revitalized layout featuring a distinctive head with its characteristic forehead crest in counter-form to a curved, swept wing with elongated feathers at the tip.<\/p>\n

Even though the project remains incomplete (the author promised but never published a “part 2”), it successfully implements its value proposition: Provide a “refreshed but simple [isotype] aesthetic”<\/em>, faithfully balance the use of white, yellow and cerulean (the official sky-blue color variation on the Argentine flag) and apply a rounded corner font and wide-scaled letters “to increase legibility for a wide array of applications”<\/em>.<\/p>\n

\n

Marcelo Morard<\/strong> and Javier “Javo” Ruberto <\/strong>contributed valuable background information and research for this story.<\/p>\n","protected":false},"excerpt":{"rendered":"

Incredible as it may seem, Argentine national carrier Aerol\u00edneas Argentinas corporate identity and aircraft liveries have been the subject of an interesting number of creative projects proposed by independent graphic, brand artists and talented enthusiasts. Researching for a forthcoming story on the liveries of Aerol\u00edneas Argentinas (IATA code: AR), I was forced to spend several […]<\/p>\n","protected":false},"author":2,"featured_media":8168,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[9],"tags":[31,117,118,119,120,121,122,123],"class_list":["post-8160","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transport","tag-aerolineas-argentinas","tag-airbus-a310","tag-airbus-a330","tag-airbus-a340","tag-boeing-737","tag-boeing-747-jumbo-jet","tag-douglas-dc-9-derivates","tag-embraer-190"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/3023\/04\/eaa7e3109133317_edited.jpg?fit=1024%2C576&ssl=1","jetpack_shortlink":"https:\/\/wp.me\/p1JKRl-27C","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":8510,"url":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-102\/condor-feathers-a-graphical-story-of-aerolineas-argentinas-liveries\/","url_meta":{"origin":8160,"position":0},"title":"“Condor feathers”: A visual history of Aerol\u00edneas Argentinas and its colour schemes","author":"Carlos Ay","date":"Thursday 11 July 2024","format":false,"excerpt":"In a recently released title, aviation artists Marcelo Morard and Javier Ruberto propose an illustrated history of Aerol\u00edneas Argentinas aircraft liveries, from company pre-history in the late 1940s to the present day. Co-author and Gaceta Aeron\u00e1utica senior correspondent, Carlos Ay, provides a peek preview to this innovative project.","rel":"","context":"In "Commercial air transport"","block_context":{"text":"Commercial air transport","link":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-102\/category\/transport\/"},"img":{"alt_text":"Front cover art","src":"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/3024\/04\/Front-cover-final_edited.jpg?fit=1024%2C457&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/3024\/04\/Front-cover-final_edited.jpg?fit=1024%2C457&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/3024\/04\/Front-cover-final_edited.jpg?fit=1024%2C457&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/3024\/04\/Front-cover-final_edited.jpg?fit=1024%2C457&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":3073,"url":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-102\/reequipamiento-de-aerolneas-argentinas\/","url_meta":{"origin":8160,"position":1},"title":"Aerolíneas Argentinas´ fleet to be revamped","author":"Pablo Luciano Potenze","date":"Wednesday 30 October 2013","format":false,"excerpt":"Surprisingly, Aerolineas Argentinas announced last October 21 an agreement with Boeing for the order of twenty new Boeing 737\/800. According to the statement of Aerolineas Argentinas, the operation has a list price of 1.800 million dollars, which means ninety million per aircraft. In this way the Argentina national carrier seeks\u2026","rel":"","context":"In "Commercial air transport"","block_context":{"text":"Commercial air transport","link":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-102\/category\/transport\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/2013\/10\/requip1.jpg?fit=650%2C433&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/2013\/10\/requip1.jpg?fit=650%2C433&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/2013\/10\/requip1.jpg?fit=650%2C433&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":6303,"url":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-102\/6303\/","url_meta":{"origin":8160,"position":2},"title":"LV-ISC: From Per\u00f3n and Maradona to the scrapyard","author":"Carlos Ay","date":"Monday 20 June 2022","format":false,"excerpt":"The third of four Boeing 707s purchased by Aerol\u00edneas Argentinas in the 1960s had a notorious yet forgotten history: It was the first Argentine airliner to be hijacked ever, brought Juan D. Per\u00f3n definitively back home in a special charter flight in 1973, flew the 1986 football world cup champions\u2026","rel":"","context":"In "Commercial air transport"","block_context":{"text":"Commercial air transport","link":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-102\/category\/transport\/"},"img":{"alt_text":"Barajas (1973)","src":"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/3022\/06\/A-1973-06-20-c-Barajas-1.jpg?fit=1024%2C576&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/3022\/06\/A-1973-06-20-c-Barajas-1.jpg?fit=1024%2C576&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/3022\/06\/A-1973-06-20-c-Barajas-1.jpg?fit=1024%2C576&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-102\/wp-content\/uploads\/3022\/06\/A-1973-06-20-c-Barajas-1.jpg?fit=1024%2C576&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":1189,"url":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-102\/so-long-jumbo\/","url_meta":{"origin":8160,"position":3},"title":"So long, Jumbo","author":"Pablo Luciano Potenze","date":"Monday 19 March 2012","format":false,"excerpt":"Last February 1st was the last commercial flight of an Aerolineas Argentinas Jumbo jet. 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