Spirit Airlines

corporate rebrand

An airline with a poor reputation gets a trusty rebrand


Spirit Airlines has a long reputation as a cheap and bare bones way to travel. Spirit began seeing a decline in revenue so they decided on an updated rebrand to bring trust back to the company. Overall they wanted to revert from a brand that came off as arrogant into a brand that ensures trust and confidence with their passangers.


We started out modifying the word mark to become more solid and stable. Two new shades of blue were added to the color pallet to give the brand a calmer feeling to go along with the classic yellow. Founders Grotesk became the font used throughout the brand due to its stability and confidence. Spirit also went away from the cocky voice and tone to one more fun and secure.

Industry Transportation

Class Branding & Packaging

Professor Bradford Prairie/Candace Lopez

Fall 2020

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© 2022 Jeremy Paul Hawkins