Spring Japan announced a new logo design on 26 October and outlined plans to introduce newly liveried aircraft featuring a cherry blossom motif and expand its routes as part of a brand renewal. The airline currently operates 6 Boeing 737-800 aircraft and plans to increase the fleet to 10 by 2030.
Spring Japan announced a new logo design as part of its brand renewal. President Asami Tatsuro (浅見達朗) and designer Nagayasu Naoki (永易直樹), who spoke at the event, explained that the design adds a “J” representing Japanese quality to the 3S principles of Safety, Sincerity and Smile, and incorporates a cherry blossom motif. They said the design revives the cherry blossom pattern used in the original logo and changes the font to one with a more approachable feel.
The aircraft livery design was also renewed in conjunction with the new logo. A scale model displayed at the event expressed the idea of “bringing Japanese spring to airports.” A large cherry blossom is depicted on the tail, and a wind-like design creates a unified appearance extending from the front of the aircraft to the tail.
In terms of fleet, the airline currently operates 6 Boeing 737-800 aircraft and disclosed plans to increase the fleet to 10 (+4) by 2030. It aims to grow the brand and strengthen its routes by expanding its core routes between Japan and China.
The uniforms were already completely redesigned in July 2024 to mark the airline’s 10th anniversary of operations. Under the latest brand renewal, the company said there would be no major changes, with only the cabin crew’s scarves adopting a new design.
The newly liveried aircraft is expected to be received as early as mid-November, and attention is focused on when it will enter service.