Edmond Huot is chief creative officer and livery designer at Forward Studio. He shares his approach to creating meaningful airline visual identities and reveals the technical challenges and sustainability considerations behind some of the world's most recognisable flying brands.

As a livery designer, what are the key elements you consider when creating an airline's visual identity?

"Our branding work relies heavily on research and inspiration from carefully selected iconography and symbols, ensuring that it is meaningful and relevant. I worked on a rebranding project for Island Air, a Hawaiian regional airline, which was in the process of being acquired by Oracle CEO, Larry Ellison. As a New York-based firm, it was crucial to understand the authentic and indigenous Hawaiian culture. Before starting the creative work, we conducted an in-depth exploration into the cultural drivers that best resonated with local Hawaiians. "My team and I developed benchmarking decks, highlighting visual motifs, traditions, and social trends, including the spirit of Aloha, Hawaii’s geography, and sacred artefacts such as Lei Niho Palaoa. We also drew inspiration from German artist Dietrich Varez’s graphic interpretations of Polynesian designs. These cultural and historical insights were compiled into visual mood boards and thematic storytelling that helped steward and guide the development of the airline's subsequent colour, typography, and overall design elements."

How do you balance an airline's heritage with the need for a modern, forward-looking design?

"This is one of the most consequential aspects of livery design, especially today. I have seen recent rebranding efforts with major global carriers where there seems to be this expedited and singular focus on editing and simplification. It's important to identify the entire design history and vocabulary of an airline’s entire brand output so that key elements (i.e. icons, symbols, colour palettes and graphics devices) are best identified and carried forward with a more updated, inspired, and thoughtful reinterpretation point of view. Achieving a balance between both past and present as well as the future is as much about editing and reinterpretation as it is about innovation."Air France, for example, has done a great job of achieving such balance. The airline has modernised its brand by refining its iconic winged seahorse emblem, updating its livery with sleeker designs, and reinterpreted classic poster art to blend tradition with contemporary aesthetics. Colour is another way to reconcile the past with present and future. Most airlines have core palettes (i.e red or blue or yellow) that can be updated with tweaks to tone and hue signalling a fresh new outlook and presentation."

What technical or practical considerations must be factored into livery design that the average person might not realise?

"There are many. For example, certain parts of the plane cannot be painted such as the engine nacelles (the engine casings) which are made of specialised materials that require specific treatments and coatings for safety. Emergency exit markings, signage, and other regulatory symbols, must be clear and unaltered in order to comply with aviation regulations. The wings for example are most often painted but often in a dull grey colour. "The reasons for this are more practical than aesthetic, including protecting the fuel cells and providing a visual cue for maintenance crews. Additionally, full coverage of paint on the aircraft’s fuselage (such as Etihad and Air New Zealand) give the airline a bold and eye-catching presence on the tarmac. However there are drawbacks such as the weight of the paint, the challenge of aerodynamic drag in the air, and the cost of application and maintenance."

How has airline livery design evolved over the past two decades, and what trends have you seen come and go?

"Airlines in the 50s, 60s and 70s followed a rather uniform approach to their livery design involving central cheat line striping, forward-placed logotype and singular graphic icon marking on the tail. The current design trend that we see today is known as 'Euro White' referring to a minimalist livery design characterised by a predominantly white fuselage, an oversized placement of the airline’s logotype on the forward fuselage and simple branding accents. This style emerged in the early 1990s and has become increasingly popular among European and global airlines due to its cost-effectiveness and minimal aesthetic. Personally I am always looking for better ways to imbue design accents or treatments that create graphic tension, balance and grace."

You've mentioned that "airlines are cultural icons for their communities, nations, and the travelling public." Could you elaborate on how you translate this philosophy into your design work?

"I believe airlines (especially large, global mainline carriers) have a role to play in the ambassadorship of representing their respective country or region. We helped launch the Alaskan carrier, Northern Pacific Airways, an international low-cost airline focused on connecting travellers in Asia to Alaska and subsequent US destinations. One of the most delicate aspects of the livery design phase was the careful selection of the colours and motifs that best represented the state of Alaska and its constituency, whose affinity to local culture and history was paramount. Working on a large-scale livery assignment for a national carrier is in many ways akin to working on a tourism campaign."

What was your proudest moment or favourite project in airline branding, and why did it resonate with you personally?

"One of my proudest moments in airline branding was working on a project in Hawaii, where our team was flown in to help produce video and photographic assets intended for use on brand launch and advertising campaigns. While the  project was exhausting, requiring countless flights back and forth,  it was incredibly rewarding. "Our team immersed themselves in the local Hawaiian culture and worked hard to earn a greater respect not just for the craft but for the community. What made it truly special was the opportunity to mentor up-and-coming talent, giving them a rare chance to contribute to such an exotic and  high-profile project. The experience resonated with me personally because it blended creative excellence, cultural sensitivity, and the thrill of building something meaningful for both the client and the customers that the airline was serving."

How do considerations of sustainability and environmental impact influence contemporary livery design decisions?

"Sustainability and environmental impact play an increasingly important role in contemporary livery design. Designers now consider materials and paints that reduce emissions and improve fuel efficiency, such as lightweight coatings and eco-friendly paint options. The trend towards minimalist "Euro White" liveries, with their clean, reflective surfaces, helps lower fuel consumption by improving aerodynamics and reducing heat absorption. Additionally, airlines are opting for designs that minimise maintenance needs, reducing the frequency of repainting, which in turn reduces the environmental footprint. As the industry prioritises sustainability, livery design decisions increasingly align with broader environmental goals, ensuring that aesthetics do not come at the expense of eco-conscious practices."

When working with startup airlines such as Northern Pacific Airways, what unique challenges and opportunities arise compared to rebranding established carriers?

"Working with startup airlines like Northern Pacific Airways presents unique challenges and opportunities. One of which is the need to create a completely original and fresh brand and livery from the ground up, without the historical baggage of an established brand. This offers the prospect of crafting something truly distinctive and forward-thinking."However, it also requires a deep understanding of market positioning and target audiences, as there is no established brand equity to lean on. Startups also tend to have limited resources, so design decisions must be both impactful and cost-effective. The real potential lies in the freedom to innovate and shape the brand’s narrative, laying a strong foundation for the airline’s future resonance and success."