page_title: Harding Lawrence
hierarchical_section_title: Harding Lawrence
caption_attribution_description: English: Braniff file photo of Mr. Lawrence was in 1965. He is seen with one of the new Boeing 727s he introduced into the Braniff fleet that would become the workhorse of the flamboyant Texas carrier.
context_page_description: Harding Luther Lawrence was the former Executive Vice President of Continental Airlines and then President and Chairman of Braniff International Airways, a Dallas, Texas-based carrier. Lawrence's bold and dramatic accomplishments at both airlines earned him the reputation as not only a maverick of the transportation industry but as one of the last legendary titans of aviation. While at Braniff, Lawrence turned the conservative airline into a progressive and flamboyant carrier known for high fashion flight attendant uniforms, exemplary inflight service, and brightly painted planes. Lawrence' revolutionary approach included approving the "End of the Plain Plane" campaign in 1965, which called for imaginative aircraft paint schemes, interiors, and never before seen passenger service comforts. Previous airlines were commonly patterned after less than appealing military operations.
context_section_description: Harding Luther Lawrence (July 15, 1920 – January 16, 2002) was the former Executive Vice President of Continental Airlines and then President and Chairman of Braniff International Airways, a Dallas, Texas-based carrier.  Lawrence's bold and dramatic accomplishments at both airlines earned him the reputation as not only a maverick of the transportation industry but as one of the last legendary titans of aviation.  While at Braniff, Lawrence turned the conservative airline into a progressive and flamboyant carrier known for high fashion flight attendant uniforms, exemplary inflight service, and brightly painted planes. Lawrence' revolutionary approach included approving the "End of the Plain Plane" campaign in 1965, which called for imaginative aircraft paint schemes, interiors, and never before seen passenger service comforts.  Previous airlines were commonly patterned after less than appealing military operations.
caption: Lawrence in 1966,   with one of the new Boeing 727s he introduced into the Braniff fleet.
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