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Boeing's New Colors
The Boeing 7E7's six-shade blue-and-white livery will become the standard scheme for Boeing models, artistic concepts and house-operated airplanes, the company says. "Evoking the endless possibilities of the Earth and sky," according to Boeing (Hall 3, Stand A1), the new livery is part of a strategy to make the Boeing brand more visible worldwide. It's visible here not only on display models but on a Korean Air 737-900, the longest-bodied version of the 737 new generation family. However, most Boeing-operated aircraft will continue in their present color schemes.
Boeing representatives have been advised to correct anyone who suggests that the new color scheme is window dressing, covering up the company's loss of market leadership. The fact that Airbus delivered more airplanes than Boeing in 2003 "doesn't define market leadership," says Boeing. Leadership, rather, "is rooted in a commitment to pushing the frontiers . . . and that is what these colors symbolize."
(Traditionally, in Western cultures, white symbolizes purity and innocence, and blue, as in the Great Goddess and the Virgin Mary's robe, stands for wisdom. On the other hand, in Chinese feng shui, white stands for death and ancestral spirits, and blue "energy on the decline," which was probably not what Boeing had in mind.)
- Bill Sweetman
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