Braniff Airways, Inc., operating as Braniff International Airways, from 1948 until 1965, and then Braniff International from 1965 until closure, was an American airline that flew air carrier operations from 1928 until 1982 […]
To overhaul the Braniff image, Lawrence hired Jack Tinker and Partners, who assigned advertising executive Mary Wells – later Mary Wells Lawrence after her November, 1967 marriage to Harding Lawrence in Paris – as account leader. First on the agenda was to overhaul Braniff’s public image – including the red, white, and blue “El Dorado Super Jet“ livery which Wells saw as “staid”. New Mexico architect Alexander Girard, Italian fashion designer Emilio Pucci, and shoe designer Beth Levine were hired, and with this new talent Braniff began the “End of the Plain Plane” campaign.
At Girard’s recommendation the old livery was dropped in favor of a single color on each plane, selected from a palette of bright hues like “Chocolate Brown” and “Metallic Purple.” He favored a small “BI” logo and small titles. Braniff engineering and Braniff’s advertising department modified Girard’s colors, enlarged the “BI” logo, and added white wings and tails. This, ironically, was based on the 1930s Braniff “Vega” Schemes, which also carried colorful paint with white wings and tails. The new “jelly bean“ fleet carried such colors as beige, ochre, orange, turquoise, baby blue, medium blue, lemon yellow, and lavender.