In what Icelandair's director of marketing Gísli S. Brynjólfsson describes as "More of a refresh, not a total change," the airline has begun rolling out an updated livery and associated marketing collateral. Icelandair's current branding was last updated in 2006. "We needed to strengthen our story and the emotional part of the brand," Brynjólfsson said. "Icelandair culture has changed a lot, it's much more relaxed than it was before."

For perspective, he explained that the idea was to democratize the brand, as the current white, blue, and gold livery had been seen as a bit stuffy. "We took the gold out - it came up a few times in the talks with experts and focus groups that the gold-and-blue feels a bit royal - Icelandair is not a royal airline - Iceland is very democratic with small power differences," he said.

"We are so much like a normal Icelandic company - the power distance between people is very little - we're a company of equals, so that’s something that needs to be represented in the brand," he explained. For those who are fans of the airline's iconic special liveries like Hekla Aurora and Vatnajökull (the glacier livery), he was reassuring. "We’re definitely going to continue to have special liveries." But don't expect to see the new livery on the airline's substantial 757 fleet.

"I doubt that we will do the refresh on the 757s - we're doing just the MAX to begin with. The fate of time for those planes (the older 757s), combined with the cost of changing those planes, would not be reasonable." He did say the airline's two 767s would likely receive the makeover at some point.

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