Interview: Richard Branson on Design

Our interview with the entrepreneur on the importance of design in building a brand

by Rod Kurtz When you board a Virgin America plane, distinct aesthetics—purple ambient lights, black leather seats and a flight crew smartly clad in Banana Republic uniforms—make it immediately clear this airline is different. Like the rest of Sir Richard Branson‘s properties, Virgin America launched in 2007 as a brash upstart in a traditional industry—an attempt to jostle the stalwart carriers and give air travel …