From January 1, 2026 Aeroitalia will have to abandon name, logo, livery and even the web domain. This was established by the Civil Court of Rome in accepting the appeal of Italy Airways, according to which the visual identity of the company founded in 2021 it excessively recalls the former Alitalia.
The measure is clear. It will be forbidden to use the "Aeroitalia" brand, Stylized tricolor “A” and the site aeroitalia.com throughout the European Union. For each day of delay in applying the application, a penalty of 1.000 €.
According to the judges, the similarity between the two brands poteva to mislead travelers, leading them to believe that Aeroitalia was the natural heir to Alitalia. This perception, deemed misleading, prompted the court to intervene urgently.
Alitalia's long shadow
The story starts in 2021, when Ita buys the Alitalia brand for 90 million euro with the aim of preserving its value and avoiding misappropriation. An investment that the company, today controlled at 41% from Lufthansa and for the rest from the Treasury, he defended with great commitment. Between 2023 and 2025 he spent over 1,1 million in legal fees and consultancy.
Aeroitalia takes flight in 2022The name, logo, and white livery with the Italian flag are all too reminiscent of the former national airline. From there two causes: a precautionary measure, closed the8 May 2025 with the victory of Ita, and a merit-based one that will have a verdict only in two years.
Aeroitalia's move
The CEO Gaetano Intrieri ha attempted in vain to reach an agreement with Italy, also involving the Meloni government. In the end the company had to accept the path of forced rebranding.
The new name, already chosen but not yet announced, will be introduced gradually. For a few months it will appear together with the wording “Operated by Aeroitalia” on planes, check-in and the official website, to accompany passengers in the transition.
But Intrieri doesn't give up. “If the case on the merits proves us right – he warns – we will return to the original brand and ask Ita for compensation from 900 million euro".
The fleet takes off, the brand remains grounded (for now?)
Nothing will change immediately in terms of operations.Aeroitalia will continue to serve the main domestic and charter routes based in Rome, Cagliari, Olbia, Catania, and Palermo, in addition to international connections.
However, there remains a climate of uncertaintyOn the one hand, there's the need to redesign the brand, fleet, and communications. On the other, there's the long wait for the final ruling, which could completely overturn the situation.
Il Italian skies remain turbulentFor Aeroitalia, the rebranding represents a temporary surrender. The real challenge, that of the 900 million in compensation, has yet to begin.
