Iberia100: The Next Century of an Icon

Some brands turn 100. Others become part of a country’s history along the way.

In 2027, Iberia celebrates its centenary. One hundred years of flights, connections and transformation have made the airline one of the great icons of Spanish aviation. With 100 days to go until the celebrations begin, Iberia has unveiled the visual identity that will mark the occasion, already taking shape across aircraft, spaces, content and digital experiences.

As Iberia’s brand partners since 2026, we are working alongside the airline as its brand continues to evolve, bringing the centenary’s visual identity to life across different touchpoints.

An identity that looks up

Iberia 100 starts with a simple idea: a centenary does not need an entirely new brand, but a new expression of a brand that already has a place of its own.

The centenary logo is a natural extension of Iberia’s iconic wordmark. From there, we have worked across its different applications to create a flexible system that can adapt to different formats and levels of brand presence, while remaining firmly connected to the core Iberia identity.

The system also brings together references from Iberia’s historical archive with new visual codes and graphic elements. These are complemented by imagery that looks ahead to the airline’s upcoming launches, creating a visual language that connects past, present and future.

A century of Iberia, told through two liveries

If there is one touchpoint capable of making a centenary visible at scale, it is an aircraft.

The new commemorative livery comes in two versions, each telling a different part of the same story. The first places the centenary logo on the forward fuselage and extends Iberia red across the underside of the aircraft, creating a new footprint that invites people on the ground to look up.

The second pays tribute to the brand’s visual heritage, tracing the evolution of Iberia’s logos from 1927 to 2027 across the fuselage. A century of graphic identity becomes part of the experience of travelling itself.

A celebration still taking shape

The identity extends across merchandise, communications, physical spaces and, in particular, the new centenary website.

The digital platform acts as the central hub for the celebration and as a living implementation of the identity. Rather than being a static destination, it will continue to grow throughout 2027 as new initiatives, content and experiences are introduced.

The launch video introduces this narrative, showcasing the dynamism and adaptability of the identity, while the website brings together its different expressions in one place.

Because a centenary does not happen in a single moment. It is built over time, across every touchpoint and every new story a brand chooses to tell.

And this is just the beginning.

Throughout 2027, Iberia will bring this identity to new spaces, experiences and moments as part of an extensive programme of centenary celebrations and initiatives.

At Erretres, we will continue to accompany Iberia on that journey, working across the multiple projects that will help shape its future.