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Spirit Airlines, a major ultra-low-cost carrier in the United States, has undergone significant changes over the last three decades. The airline, which began as Charter One, acquired McDonnell Douglas DC-9 jetliners in 1992 and initially sported a white and blue livery. Over time, Spirit’s branding evolved significantly.
The 1990s marked a period of growth for Spirit Airlines with the addition of McDonnell Douglas MD-80 aircraft. In 2002, Spirit revamped its image with a logo comprising 21 squares in varying shades of blue, with one red square highlighting the 'S' in 'Spirit.' By the mid-2000s, Spirit began its transition to the Airbus A320 family, marking a shift in its fleet composition and livery, featuring silver fuselages with black and gray logos.
Spirit Airlines introduced an eye-catching yellow livery in 2014, paired with a bold marketing campaign named 'Bare Fare.' "The 'Bare Fare' campaign seeks to position the airlines' a la carte offerings as a plus and features videos and FAQs to educate the consumer on the Spirit Airline business model," notes RBB Communications. The campaign emphasized low-cost travel as the airline's primary value proposition.
