Cirrus Revises Logo to Signal ‘Next Era’ of Personal Aviation

The manufacturer of the popular SR 20, SR22, and Vision Jet vows to keep improving access to aviation.

The restyled Cirrus logo no longer includes the word “aircraft.” [Courtesy: Cirrus]

Cirrus has unveiled its newly redesigned logo which it said reflects the company’s “unending quest for innovation.” Cirrus has long identified with a concept of personal aviation that makes flying more approachable, accessible, and personal.

The Duluth, Minnesota-based company said it is updating its brand identity to further emphasize its particular approach to private aviation, called “Everything in Reach.” The recent changes are part of a broad strategy to grow the aviation industry and move toward a new era in personal aviation. Cirrus manufactures and sells the SR series of piston singles and the Vision Jet.

“Since [being founded in] 1984, Cirrus’ legacy of innovating, transforming, and defining the ‘personal aviation’ category has changed the way people experience aviation,” said Todd Simmons, Cirrus’ president of customer experience. “Now, in addition to its state-of-the-art aircraft, Cirrus provides a comprehensive ownership experience for world-class flight training, product services and support, aircraft management, upgrades and accessories, sales, finance, insurance, and more.” 

According to Cirrus, personal aviation serves pilots and nonpilots by offering a path of entry into the aviation community for seasoned pilots, people interested in flight training, and those who wish to own and operate a Cirrus aircraft with a professional pilot.

The airplane on the old Cirrus logo looks like an SR while the restyled version is less recognizable. [Courtesy: Cirrus]

“Cirrus continues its legacy of delivering innovative products and services that make aircraft ownership easy and synonymous with premium car ownership,” said Zean Nielsen, CEO of Cirrus. “The new brand identity honors Cirrus’ history while positioning itself for the future where the company will leverage its intelligent aircraft and connected digital ecosystem.”   

Cirrus is known for a number of innovations in aircraft design, including the Cirrus Airframe Parachute System (CAPS), which was the first FAA-certified, whole-airframe parachute safety apparatus installed as standard equipment on an aircraft. The company said its worldwide fleet has accumulated more than 17 million hours and 250 people have “returned home safely to their families as a result of the inclusion of CAPS as a standard feature on all Cirrus aircraft.”

Jonathan Welsh is a private pilot who worked as a reporter, editor and columnist with the Wall Street Journal for 21 years, mostly covering the auto industry. His passion for aviation began in childhood with balsa-wood gliders his aunt would buy for him at the corner store. Follow Jonathan on Twitter @JonathanWelsh4

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