• September 27, 2007

Spirit Airlines is repainting its planes with a new logo and color scheme, which will eventually be carried over to uniforms, airport signage, the web site and other branded items. Most should be completed by next fall.

The airline's new livery has a stylized 'S' on the wing, in red, green, yellow and blue. The brighter colors reflect the Miramar, Fla.-based budget airline's expansion, which includes offering flights to Latin America and the Caribbean.

Spirit last changed its branding in May 2002, with a checkerboard blue airplane paint design, logo and signage. The idea then was to distinguish the airline as more businesslike and included offering an upgraded service, Spirit Plus, with larger seats and more legroom, to appeal to business travelers. Spirit Plus went by the wayside this year, when Spirit "unbundled" its product, allowing passengers to pay more for a larger seat.

--Tanya Irwin