( CNN ) It 's been a big week for makeovers in the world of aviation . First , U.S carrier Southwest Airlines unveiled its new branding , which included a complete overhaul of its livery . The old `` canyon blue '' was retired for a darker shade , the stripes on the tail have been modified , the fonts brought into the 21st century , and -- most significantly -- a yellow , red and blue heart added to the plane 's belly . `` The heart emblazoned on our aircraft , and within our new look , symbolizes our commitment that we 'll remain true to our core values as we set our sights on the future , '' explained Gary Kelly , Southwest Airlines ' CEO , in a statement . A few days later , Frontier Airlines similarly announced a redesign , this one a homage to the carrier 's original incarnation ( the first Frontier Airlines closed down in 1986 ) . In its newest form , Frontier borrowed design elements from the original livery , including the stylized , Saul Bass-designed F in the brand name . Both carriers are experiencing a shift in their corporate identity ; Southwest should be finalizing its takeover of AirTran Airways , while Frontier recently rebranded as an ultra low-cost carrier . `` It 's common for airlines to shake off their image with a new livery , '' explains Jonny Clark , an airline brand specialist and founder of thedesignair.net . `` When United merged with Continental , they created a new livery to show they were one entity . '' Livery delivery . While usually , according to Clark , airline liveries have a shelf life of 20 years or so , there 's been a recent spate of aircraft redesigns . American , Iberia , Air New Zealand are just a few of the carriers to tweak their appearance of late , and rumors abound that Abu Dhabi airline Etihad will soon undergo a major facelift as well . `` In the last couple of years , there 's been an influx of new aircraft into a lot of fleets : 777s and A380s . A lot of airlines have taken advantage of this opportunity to create a point of differentiation , '' explains Clark . American and European brands , he notes , tend to follow a similar aesthetic , known as `` Eurowhite '' . It 's a concept known for its simplicity , and usually comes down to an airline putting an emblem on the tail of an aircraft , and their logo on the fuselage . `` A lot of carriers do it . It comes down to cost , '' explains Clark . `` If you have an airplane in a hanger for 12 days , that 's 12 days that aircraft is out of service . Especially for larger carriers with 100 aircraft in their fleet , the simpler the design , the less money they 're loosing . '' The Pacific Rim effect . There are a handful of airlines , however , that have taken a different tact . Several carriers in the Pacific Rim have also made over their liveries , favoring intricate designs that highlight the local design culture . When Fiji Airways rebranded itself earlier this year , for example , it took inspiration from Fijian Masi art , and borrowed several traditional motifs , particularly the Teteva symbol on the tail . When Hawaiian Airlines introduced its regional subsidy , 'Ohana by Hawaiian , it similarly opted for a local aesthetic when crafting the new livery this year . The carrier teamed up with father-and-son design team Sig and Kuha ' o Zane to craft a look that honored the local culture . The duo came up with livery that is simultaneously based on Hawaiian Airlines ' inter-island route map , and traditional Hawaiian crafts . `` The 'Ohana by Hawaiian brand is deeply rooted in the communities of our islands , and it was important for the design to reflect that sense of family and community , '' explains Avi Mannis , Hawaiian Airlines ' senior vice president of marketing . Mannis admits that the planes have a more complicated paint job -- each aircraft takes 14 days to complete . Going viral ? Finally , liveries can be a great marketing exercise for an airline . During the 2012 London Olympics , for example , several airlines introduced special edition liveries . To mark Hello Kitty 's 40th birthday , Taiwan 's Eva Air introduced the Hello Kitty Jet to more locations around the world . Few airlines have mastered liveries ' marketing potential like Air New Zealand , however , who for years has partnered with the Lord of the Rings franchise , creating Tolkien-themed safety videos , and emblazoning their aircraft with a new decal for each film that hits the theaters . Last year , one of their planes sported a decal of Smaug -- the fire-breathing dragon from the latest Hobbit movie . `` Their partnership with Lord of the Rings created this huge viral following , '' says Clark . `` It was a relatively small carrier , but now everyone 's heard of them . It increased their awareness in the worldwide scope of passenger travel . ''
A number of airlines unveiled new liveries this week . U.S. carrier Southwest plane will now display a colorful heart on their underside . Many airlines in Pacific region riff off local culture and artwork for updated designs . Changing an airline 's look is huge marketing opportunity .