Spring Japan unveils new cherry blossom-themed brand identity

Spring Japan, a low-cost carrier under the Japan Airlines (JAL) group, has announced a comprehensive brand renewal featuring a new logo and aircraft livery. The redesign reintroduces a cherry blossom motif, a nod to the company’s original branding, and incorporates a new color palette of light green and cherry blossom pink alongside the existing deep green and yellow.

The new logo maintains the company’s ‘3S’ philosophy (Safety, Sincerity, Smile) while adding a ‘J’ to represent Japan. The typography has transitioned from a serif style to a rounded, friendly sans-serif font. The aircraft livery will feature a design depicting spring breezes and falling petals flowing from the fuselage to the vertical stabilizer.

The first aircraft featuring the new livery, a Boeing 737-800, is expected to begin operations in mid-November. The company plans to update its entire fleet over several years during scheduled heavy maintenance. The brand rollout will extend to airport signage, official websites, and cabin crew accessories, such as scarves, starting at Narita Airport.