Rome’s Court of Appeals has ordered Aeroitalia, a small Italian airline, to stop using its current name and branding by January 1, 2026.
The decision stems from a trademark dispute with ITA Airways, which claims Aeroitalia’s name, logo, and livery too closely resemble those of the former flag carrier, Alitalia.
This article explores the court’s decision, Aeroitalia’s response, and the broader implications for Italy’s aviation industry.
The Dispute: Aeroitalia vs. ITA Airways
The conflict began in October 2023 when ITA Airways, which acquired Alitalia’s intellectual property for €90 million in 2021, argued that Aeroitalia’s branding could confuse customers.
ITA pointed to Aeroitalia’s stylized “A” logo, Italian tricolor livery (red, white, and green), and similar name as evidence of copying Alitalia’s identity.
The appeals court agreed, citing risks of consumer confusion and unfair benefits to Aeroitalia from Alitalia’s long-standing reputation.
Initially, a lower court in Rome had dismissed ITA’s claims in early 2024, but the recent ruling overturned that decision.
Aeroitalia now faces strict penalties. The airline must disable its website within days or pay a €1,000 daily fine. By 2026, it must fully abandon its current name and branding across Europe. The legal battle is far from over, with a final resolution expected in late 2026.
Aeroitalia’s Response: A New Identity
Aeroitalia’s CEO, Gaetano Intrieri, announced plans to adopt the “Air Italy” brand, reviving the name of a defunct Italian carrier that collapsed in 2021. In a September 2025 interview with La Repubblica, Intrieri confirmed the airline would roll out a new livery to comply with the court’s order.
This rebranding, however, comes at a steep cost. Repainting aircraft, updating marketing materials, and overhauling the website could cost millions. This is an immense burden for for the small airline, which carried just 66,072 passengers in 2022 compared to ITA’s 10.3 million.
Intrieri isn’t backing down. He has filed complaints with Italy’s Antitrust Authority and the European Commission, accusing ITA of anticompetitive practices, particularly in securing the carrier’s valuable airport slots, such as those at Milan Linate.
These counter-claims highlight tensions in Italy’s consolidating aviation market.
ITA Airways Perspective
For ITA Airways, the ruling protects Alitalia’s “global value” as it integrates with Lufthansa Group. ITA has already begun reintroducing Alitalia’s legacy, with phrases like “Inspired by Alitalia” appearing on some Airbus A350s.
However, critics argue that ITA, backed by government ties, is using its ownership of Alitalia’s trademarks to stifle competition.
Aeroitalia’s smaller scale makes it vulnerable, and the rebranding costs could threaten its growth.
The case also raises questions about trademark enforcement. Alitalia no longer operates, yet its brand remains a powerful asset. Some see the dispute as a David-and-Goliath battle, with ITA leveraging its dominance to limit Aeroitalia’s market presence.
Looking Ahead
As of October 1, 2025, Aeroitalia continues operating under its current branding but must prepare for the Air Italy transition.
The shift could reshape its identity and market strategy while the legal fight continues.
This dispute underscores the challenges smaller airlines face in a competitive industry, where legacy brands still hold significant sway.
