Ita bought the Alitalia brand in order to be able to use it temporarily and of course so that it would not get a competitor. In the future, they want to fly under the new ITA Airways brand, says company boss Fabio Lazzerini.

The “bagging” of the Alitalia trademark rights will cost you 90 million euros in taxpayers' money, because the new state carrier is currently fully financed by the Italian government. The recipient of the payment is the bankruptcy estate of Alitalia, although this is only a drop in the ocean given the billions in debt.

At Ita, people were unsure for a long time whether they should fly seamlessly as Alitalia or dare to start over with a new brand. The result is a mixture, because due to the fact that you have the rights to the Alitalia brand, you are initially flying in Alitalia livery and most of the crews will also be wearing their uniforms. In the medium term, the traditional brand is to be “buried” and the focus is on the new ITA Airways brand.

The future color dress should clearly stand out from Alitalia. The base tone of the machine will be blue. A large lettering “ITA Airways” is attached to the front. The tail fin bears the Italian tricolor. There is still only a rendering of the planned livery, but all new deliveries should already be taken over. Those ex-Alitalia aircraft that will be operated for a longer period of time are gradually being repainted. But there is no stress. With a few exceptions, all machines currently have the Alitalia livery, supplemented by a sticker “operated by ITA”.

While the “new Alitalia” celebrates that the carrier has been brought into the air and about 190 flights were carried out on the first day, many employees of the “old Alitalia” are not at all enthusiastic. In Rome, among other places, there were extensive protest rallies on Friday, because only a small part of the workforce was taken over. Furthermore, there was no right of priority, but many former employees of the former Air Italy found new jobs at Ita.