On October 26, Spring Japan unveiled a new logo design as part of its brand relaunch. The speakers were Tatsuro Asami, President and CEO, and Naoki Nagayasu, Representative and Designer at FARVE, who was responsible for the design.
The company was established in 2012 as Spring Airlines Japan. It launched domestic flights (Narita–Hiroshima, Saga, and Takamatsu) in 2014 and international flights (Narita–Wuhan and Chongqing) in 2016, and joined the JAL Group in 2021. In 2024, it will celebrate its 10th anniversary.
The new logo incorporates the “3S” (Safety, Sincerity, Smile)—the company’s corporate philosophy—along with a “J” symbolizing Japanese quality and a cherry blossom motif. The original logo from the company’s founding featured a yellow cherry blossom design in the center of the 3S, and this new design revives that element.
The company has also updated its logo, which is described as “full of charm and smiles,” adopting the SanSelf typeface—a bold, rounded, and approachable font. In particular, the “A” in the logo is said to feature a curve that gives the impression of a “beaming smile.”
In connection with the brand relaunch, Mr. Asami reaffirmed his vision of an airline that is “a strong player on Japan-China routes, offering excellent value for money, providing a sense of security, and embodying Japanese culture.” He stated that it is essential to build the airline not only on the basis of low fares—as is typical of low-cost carriers—but also with safety and security as its primary foundation.
With regard to the fleet, the company plans to increase its current fleet of six Boeing 737-800 aircraft to 10 (+4) by 2030, with the aim of expanding its core routes between Japan and China.
Regarding the model plane featuring the new livery unveiled midway through the press conference, he praised it highly, saying, “It’s the best—I just can’t get enough of how cute it is.” Mr. Nagayasu also commented, “This is a tangible representation of the future of Spring Japan.” With the intention of “bringing Japanese spring to the airport,” the design incorporates a wind-like motif that flows seamlessly from the front of the fuselage to the tail, and features a large cherry blossom on the tail as a new symbol of the airline’s identity.
We are told that this aircraft with the new paint scheme is scheduled to be delivered as early as mid-November.
Since the company revamped its uniforms in July 2024 to commemorate the 10th anniversary of its inaugural flight, this brand refresh will not include any major changes and will be limited to updating the flight attendants’ scarves. Regarding items other than scarves—such as ties for male staff—the company stated that it “will explore ways to incorporate the new logo wherever possible.”
© Source travel watch