Aeroitalia Revives Air Italy Brand Amid Legal Challenges

Air Italy is making a comeback, but the revival is not linked to the original airline that operated out of Sardinia until 2020. Instead, the Italian carrier Aeroitalia plans to reintroduce the Air Italy brand following a legal ruling involving ITA Airways. A judge ordered Aeroitalia to cease using its current name and branding due to similarities with the defunct Alitalia, which ITA Airways acquired during its bankruptcy proceedings.

According to a report by Repubblica, ITA Airways paid approximately €220 million (about $258 million) to retain the Alitalia brand, including the IATA flight code AZ and the accounting code 055. While these codes continue to be utilized in ITA Airways’ operational framework, the traditional Alitalia colors are largely absent from its fleet. Instead, the airline’s logo retains a nod to its predecessor with the recognizable Alitalia “A” incorporated into its design.

CEO Confirms Brand Transition

In an interview with Repubblica, Aeroitalia’s CEO, Gaetano Intrieri, confirmed the brand change, stating that the airline has registered the Air Italy trademark. The judge’s ruling mandates that Aeroitalia adopt the new name and branding by January 1, 2026. Intrieri expressed concerns about the practicality of this deadline, indicating the need for negotiations with ITA Airways’ legal team to establish a more reasonable timeline. He noted the positive relationship between the two airlines, emphasizing that the repainting of Aeroitalia’s fleet of 13 aircraft requires additional time.

“The story is well known. ITA owns the Alitalia name and brand. It believes our name, Aeroitalia, is too similar to Alitalia’s. It also believes our tricolor logo is too similar to Alitalia’s,” Intrieri stated. He acknowledged the judge’s decision while expressing disappointment over the outcome.

Legal Background and Future Branding

The legal dispute began in 2023 when ITA Airways filed a complaint against Aeroitalia. Reports from Corriere della Sera indicated that the intellectual property firm Società Italiana Brevetti (SIB) sent a letter to Aeroitalia on behalf of ITA. The letter highlighted that Aeroitalia’s design elements, including its rudder, were too closely aligned with those of Alitalia. SIB accused Aeroitalia of leveraging Alitalia’s reputation and demanded the cessation of the disputed trademarks.

Following the judge’s ruling, while Aeroitalia can utilize the Air Italy name—previously linked to the airline that ceased operations in 2020—the specifics of the new aircraft liveries remain unclear. It has been confirmed that the new designs will incorporate the colors of the Italian flag: green, white, and red.

Aeroitalia commenced operations in July 2022. Alongside Intrieri, the airline’s leadership includes German Efromovich, former owner of Colombia’s Avianca. According to ch-aviation data, the current fleet features nine Boeing 737-800s, two ATR 72-600 turboprops, one Boeing 737-700, and a single Embraer E190 regional jet, with an average fleet age of 17.8 years. The airline is also set to receive three Boeing 737 MAX 8 aircraft on lease from Air Lease Corporation, with deliveries planned for 2023 and 2024.

Aeroitalia operates both domestic and select international routes. Destinations include major Italian cities such as Milan and Rome, as well as international locations like Brno in the Czech Republic and Bacau in Romania, according to its official website.

As Aeroitalia moves forward with its rebranding efforts, the airline aims to carve out its identity while navigating the complexities of the Italian aviation landscape.