Description

An Artist’s Airline

Some of the World’s Leading Designers created a unique brand:

Alexander Calder

In December 1972, American Modern Master Alexander Calder was commissioned by Braniff to paint an aircraft. Calder was introduced to Harding Lawrence by veteran advertising executive George Stanley Gordon, who would eventually take over Braniff’s advertising account.^[21] Calder’s contribution was a Douglas DC-8 known simply as “Flying Colors of South America.” In 1975 it was showcased at the Paris Air Show in Paris, France. Its designs reflected the bright colors and simple designs of South America and Latin America, and was used mainly on South American flights.

Later in 1975, he debuted “Flying Colors of the United States” to commemorate the Bicentennial of the United States. This time, the aircraft was a Boeing 727-200. First Lady Betty Ford dedicated “Flying Colors of the United States” in Washington, D.C., on November 17, 1975. Calder died in November 1976 as he was finalizing a third livery, termed “Flying Colors of Mexico” or “Salute To Mexico”. Consequently, this livery was not used on any Braniff aircraft.^[21]

Halston and the Elegance Campaign

In the fall of 1976, Braniff commissioned American couturier Halston to bring an elegant and sophisticated feel to Braniff. The new Ultrasuede uniforms and Ultra Space leather aircraft interiors were dubbed the Ultra Look by Halston, who had used the term to describe his elegant fashions. The Ultra Look was applied to all uniforms and the entire Braniff fleet (including the two Calder aircraft).

The Ultra Look was an integral part of Braniff’s new Elegance Campaign, which was designed to herald the maturing of Braniff, as well as the look and feel of opulence throughout the airline’s operation. Halston’s uniforms and simple designs were praised by critics and passengers. A sleek new paint scheme, dubbed Ultra, was designed by Braniff’s industrial design firm, Harper and George along with Detroit auto company Cars and Concepts in conjunction with Halston. Iridescent colors of Chocolate Brown, Perseus Green, Mercury Blue and Terra Cotta along with two metallic colors were matched with striking racing stripes called Power Paint Stripes, which served to enhance the elegant scheme with a sleek racy feel.^[22]

Concorde SST

In 1978, Braniff Chairman Harding L. Lawrence negotiated a unique and advantageous interchange agreement to operate the Concorde over American soil, making it first time that Concorde was used for domestic—and fully overland—flights. Concorde service began on 12 January 1979 between Dallas–Fort Worth and Washington, D.C., with service to Paris and London on interchange flights with Air France and British Airways respectively.^[23]

Domestic flights between Dallas-Fort Worth and Washington Dulles airports were operated by Braniff with its own cockpit and cabin crews. During the domestic flights, the Braniff’s registration numbers were affixed to the fuselage with temporary adhesive vinyl stickers. At Washington Dulles, the cockpit and cabin crews were replaced by ones from Air France and British Airways for the continued flight to Europe, and the temporary Braniff registration stickers were removed. This process was reversed after alighting in Washington Dulles from Europe for the domestic flights to Dallas-Fort Worth. Due to the American noise regulations, Concorde was limited to Mach 0.95 yet flew at slightly above Mach 1.^[1]

Concorde service proved a loss leader but it provided excellent marketing and promotion that created continued brand awareness around the globe for Braniff. Braniff charged only a 10-percent premium over standard first-class fare to fly the Concorde and later removed the surcharge. The domestic flights often had no more than 15 passengers on average for each flight while Braniff’s Boeing 727 flights were filled close to the capacity despite being 20 minutes slower than Concorde. Braniff ended Concorde flights on June 1, 1980.

However, in spite of the service’s less than stellar performance, the cost to Braniff was negligible thanks mainly to the agreements that Braniff negotiated with both British Airways and Air France. Braniff was fully reimbursed for any losses incurred as a result of the interchange agreement. All three carriers entered into the agreement for the purpose of promotion of Concorde in the United States and around the world. This key premise was highly successful. British Airways became concerned at the unprofitable stance that Concorde had taken and as a result of the Braniff interchange critical studies were begun to determine how to make Concorde profitable. The results of these studies found that Concorde must be marketed as an ultra luxury travel experience. Implementation of this program turned the Concorde program into a profitable as well as prestigious venture.^[1][24]

Braniff issued select promotional materials and postcards that presented a Concorde with orange cheat line that began at the tip of nose and continued to the end of tail, white BI logo (designed by Alexander Girard as part of “End of the Plain Plane” campaign in 1965) against orange vertical stabilizer, and 1978 Braniff Ultra Font for “Braniff” below the cheat line. The font was part of Braniff’s updated 1978 Ultra livery that removed “INTERNATIONAL” from the name only on Boeing 727 and McDonnell Douglas DC-8-62 aircraft. Braniff’s Boeing 747 aircraft continued to carry the “Braniff International” titles in the 1969 Harper and George International Font. However, unlike Singapore Airline’s Concorde, none of the Braniff Interchange Concordes were impressed with Braniff livery.