United Airlines has launched a new aircraft livery, designed to bring a refreshed look to its fleet.

The new look is a visual representation of United’s ongoing brand evolution, the airline said, while staying true to the history it has developed over the past 93 years.

“As we improve and elevate our customer experience, we are changing the way people think and feel about United, and this branding captures that new spirit,” said Oscar Munoz, chief executive, United Airlines.

“Each improvement we have added to our service advances our evolution as an airline, furthering our effort to elevate and redefine customer service in the sky.

“This modernised design, especially our iconic globe, enhances the very best of United’s image and values while pointing in the direction of where we intend to go next in serving our customers.”

The next iteration of United’s livery prominently features the colour most connected to the airline’s core – blue.

Three shades – Rhapsody Blue, United Blue and Sky Blue – are used throughout the design in a way that pays respect to United’s heritage while bringing a more modern energy.

The airline is keeping its globe logo on the aircraft tail, which represents the carrier’s expansive route network of reaching 355 destinations in nearly 60 countries.

The tail will be updated with a gradient in the three shades of blue, while the logo will now appear predominantly in Sky Blue.

The engines and wingtips are also being painted United Blue, and the swoop that customers and employees have expressed fondness for on United’s Dreamliner fleet will be added to all aircraft in Rhapsody Blue.

On average, United aircraft receive new paint jobs every seven years.

The first aircraft painted with the new design is a Boeing 737-800, which will be joined by a mix of narrow-body, wide-body and regional aircraft with the updated livery throughout the year.