An updated shamrock logo and new aircraft livery have been unveiied by Aer Lingus in a subtle brand revamp.

More than 50 shamrock designs were considered by the Irish flag carrier as part of the brand refresh process.

The new look supports the Intermational Airlines Grouop-owned airline’s ambition to be the leading value carrier across the North Atlantic.

The revised logo retains but restyles the iconic shamrock, adding a tilt to symbolise dynamism and speed, with heart-shaped leaves.

The refresh is being introduced across all brand platforms, with a new website and app design.

An Airbus A330 with the new livery takes off for the first time today from Dublin to New York.

Heathrow welcomes a re-painted Airbus A320 on Monday when it makes its first appearance in the UK.

The refresh is part of an expansion plan which will see Aer Lingus increase its transtlantic fleet from 17 to 30 aircraft by 2023 including 12 new A321 long range aircraft.

CEO Sean Doyle said: “Aer Lingus is a modern Irish international success story, built on hard work, enterprise and the commitment of our people.

“We’re delighted to unveil our brand refresh, which comes more than 20 years after Aer Lingus last invested in new brand livery, and reflects our position as a modern, contemporary airline.

“The refreshed brand reflects an airline that connects those living in Montréal to Marseille; in Berlin to Boston; as well as those living in Cork to Croatia.

“The benefit for Ireland of being at the fulcrum of such connections is considerable and we in Aer Lingus are determined to realise this potential for Ireland.

“We have ambitious plans for our future and the years ahead, yet we are aware of challenges facing the modern industry and thus investment in our new brand identity and livery; our new uniforms which will be unveiled later this year; and our fleet expansion are considered investments in the future of Aer Lingus to enable us realise our ambition to be the leading value carrier across the North Atlantic.”

Chief operating officeer Mike Rutter added: “We conducted extensive guest research across Ireland, Europe and North America to inform every key stage of the process to ensure that the brand revealed today is reflective of our value carrier positioning.

“This research confirmed the importance of our shamrock – the Irish emblem has been at the heart of the Aer Lingus brand for more than 80 years, and we made the shamrock ‘hearts’ more pronounced to reflect our hospitality and service.

“The new look Aer Lingus livery consolidates our position as a modern, contemporary Irish airline on the international stage, but also allows guests who have always loved our brand to maintain a positive affiliation.”