Eastern Air Lines

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Brand information:

Website	Eastern Air Lines
Country	United States
Industry	Airlines

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The Eastern Air Lines logo features blue color:

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Eastern Air Lines, also colloquially known as Eastern, was a major American airline from 1926 to 1991. Before its dissolution, it was headquartered at Miami International Airport in an unincorporated area of Miami-Dade County, Florida. Eastern was one of the “Big Four” domestic airlines created by the Spoils Conferences of 1930, and was headed by World War I flying ace Eddie Rickenbacker in its early years. It had a near monopoly in air travel between New York and Florida from the 1930s until the 1950s and dominated this market for decades afterward. In the late 1970s and early 1980s, during the deregulation, labor disputes and high debt loads strained the company under the leadership of former astronaut Frank Borman. Frank Lorenzo acquired Eastern in 1985 and moved many of its assets to his other airlines, including Continental Airlines and Texas Air. After continued labor disputes and a crippling strike in 1989, Eastern ran out of money and was liquidated in 1991.
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History of the Eastern Air Lines Logo

At the beginning of the 1960s, Eastern Airlines faced significant financial difficulties. The rise of the jet age and increasing competition had strained the company, further exacerbated by a CEO with limited experience in running an airline. The decade also began with a series of tragic events, as multiple fatal plane crashes between 1960 and 1965 claimed the lives of over 200 passengers. Additionally, Eastern had developed a poor reputation for its service, plagued by frequent delays, cancellations, and instances of lost luggage. Some even believed the airline was cursed. By 1964, when Floyd Hall took over as president, Eastern was at its lowest point, burdened by a $70 million deficit.

Determined to revitalize the airline’s image and reassure passengers that change was on the horizon, Floyd Hall brought in Lippincott & Margulies for assistance. The consultancy was tasked with conducting market research and creating a refreshed corporate identity. This overhaul touched every aspect of the airline, from airplane liveries to uniforms, tickets, and in-flight menus. The goal was not only to shift public perception but also to optimize daily operations, streamline management, and project a modern, resilient image for the future.