UK regional carrier Flybe has unveiled a new purple livery, which will be gradually rolled out across its fleet over the next three years.

Speaking at the release of Flybe’s annual results, new CEO Saad Hammad identified the brand revamp as one of the airline’s six top priorities for 2014-15.

“One of the uses of the proceeds from the equity raise has been to refresh Flybe’s brand, which had largely remained unchanged since it was created in 2002,” Hammad said. “Purple is not just as our new brand color, but as a signifier of a new way of doing things.”

The new colors form part of Flybe’s turnaround and reinvention under its new management team. New uniforms will also be introduced from July.

“Our aircraft are being repainted in purple with a light blue tail plane interleaved with yellow and red stripes.  The interiors are also being updated,” Flybe said.