In an exhibit at the Dubai Airshow in the United Arab Emirates last week, the Boeing Co. displayed an enormous model of the new 777-9X. Marketing materials for the airplane, and the livery depicted here and in illustrations, employ dark red -- burgundy -- as a color theme. It's a departure from the company's deep-blue brand, but Boeing did something similar when it rebanded the 747-8 with orange livery.
An artist's rendering of the planned Boeing 777-9X.
We would add a couple of observations:
- In its launch announcement in Dubai, Boeing said the 777X moniker was not the final word on what that model will be called: "Like the 787 Dreamliner which was launched as the 7E7, the 777X will be formally named at a later date." We wonder if the "X" will get dropped. After all, it's hard to come up with a better Boeing brand than the simple, clean "777."
- And if you're going to call an airplane, say, the 777-9 instead of 777-9X, why not call another one the 737-8 instead of the 737 MAX 8? (Or is it "Max"? We are not in favor of all-caps when something's pronounceable and not an acronym.)