Culture
A refreshed look for Icelandair
Date
10. Nov 202310. Nov 23
Reading time
5 min
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Date
10. Nov 202310. Nov 23
Reading time
5 min
Share
We’re ready to welcome you, and help you get the very best from your visit.
As part of a refresh of the way we look – including a new color palette for our livery – we introduced new elements to our crew and staff uniforms in November 2023.
Through a series of workshops and surveys, we worked with our staff to ensure that their needs are met in the evolution of our uniform. A thousand staff members shared their opinion in the process.
Our team now has more choice in the clothing they wear, and our expanded range caters to more body shapes and sizes. Importantly, we’re better equipped for all weather conditions!
We’re excited to share with you some of the new features of our uniform, including accessories designed with the ‘Spirit of Iceland’ in mind, and custom-made parkas in collaboration with Icelandic company 66°North.
At Icelandair, the jobs we do are incredibly diverse. Most obviously, our team works as flight attendants and pilots. At the airport we have staff managing our Saga Lounge, people who handle check-in, boarding, and baggage loading, and at smaller domestic airports even fuel handling.
Our team needs to wear clothes suitable for all these jobs and tasks. The clothing must be flexible and comfortable. It has to be long-lasting. And it needs to cater to all weather: from Iceland’s storms to Florida’s sunshine!
Our classic uniforms were designed in 2008, and it’s a testament to just how well they were designed that only now are we looking to expand and improve them.
In the 15 years since we introduced our uniforms, much has changed: we have combined our domestic and international operations, the number of employees has increased significantly, and there has been a change in society’s mindset towards more inclusivity.
In the past, there was mainly one outfit for men, and one for women. But our team can now choose whether to wear a dress or trousers, a shirt or a turtleneck sweater, heels or flats, and so on. As part of the evolution of our uniform there are more unisex options, and more possibilities for our team members to express their personality.
There is also a greater emphasis on responsibility and sustainability.
We’re happy to continue our collaboration with Olino Uniforms, a Danish company that offers full transparency in its production. Its partner factories have all signed and comply with Olino’s strict code of conduct.
Olino offers a special ‘full loop uniform solution’ to support responsibility for Olino and its clients. The solution may include the use of recyclable natural fabrics, uniforms made of Oeko-tex® 100 certified fabrics, low-emission transport, and other impactful measures.
And what will happen to our old uniforms? They’ll be reused! Read more about our uniform-recycling projects and involvement in Reykjavík’s annual DesignMarch design event.
We collaborated with Listaháskóli Íslands (Iceland University of the Arts) and ran a competition for design students to create three new accessories: our silk scarf, tie, and bow tie.
Designers were invited to participate, and were given guidance in terms of color palette and inspiration around the vision of Icelandair – that is, to bring the spirit of Iceland to the world.
Eleven students submitted proposals, and the winning entry was selected by a committee of representatives from Icelandair, our creative agency, and Listaháskóli Íslands.
Eleven students submitted proposals, and the winning entry was selected by a committee of representatives from Icelandair, our creative agency, and Listaháskóli Íslands.
The winning entry was submitted by Arthur Moreillon, a young graphic designer from Switzerland. Arthur studied product design at Listaháskóli Íslands as part of a student exchange.
Arthur’s inspiration mood board included Icelandic icons such as Hallgrímskirkja (Reykjavík’s iconic church) and the northern lights, and natural elements such as whales, delicate wildflowers, and braided rivers. The northern lights form the pattern on our new tie.
He described the illustrations in his design:
“I decided to create a set of illustrations inspired by Icelandic symbols as the incredible nature diversity, the cultural treasures and the magnificent geography. All those line illustrations are inspired by the lines of airplanes traced in the sky and also evoke the fabulous topography of the island.”
And of the pattern he submitted as part of his entry, Arthur explains:
“The pattern reminds of the Icelandic ones that you can find in weaving and embroidery. Because Icelandair travels all around the world, the star made from Hallgrímskirkja acts as a compass rose that displays the orientation of the cardinal directions. The island of Iceland is in the middle, as the starting point of your trip as well as your destination. The whole is circled with peaceful auroras. The key words are elegance and travel.”
We’re proud to call Iceland our hub and home, and to work with local partners.
We collaborated with 66°North to design a new parka for the crew uniforms, so that we’re equipped for any extreme the Icelandic weather can throw at us!
The brand is a great fit for Icelandair. It was established in 1926 to make coats and outerwear for Iceland’s fishermen and search-and-rescue teams, and its products are engineered to withstand the harshest weather conditions.
The new crew parka has a color that reflects the Icelandair brand, and its design is warm and soft while being lightweight (great for travel) and water-resistant.
The outer layer and lining are both made from 100% recycled polyester. The insulating material is Polartec® Power Fill™ insulation, made from 100% post-consumer recycled plastic bottles. Uniquely constructed hollow fibers cling to one another and form thousands of air pockets. This traps and stores body heat for consistent warmth in the coldest conditions.
