Virgin America is a great and fun airline (check out the safety video below). One thing that differentiates them from competitors is lighting. Yes, lighting. Check out these photos I took:
It seems clear to me that Virgin America has a non-traditional trademark featuring the purple lighting. I’m not aware of any other airlines using interesting lighting of any color, are you? When customers see these purple lights, do they associate it with the services of Virginia America? I sure do.
While a trademark application for the lighting has not been filed with the USPTO, Virgin America could potentially assert common law rights to the lighting. Of course, a trademark registration would be extremely beneficial in protecting the mark and if needed to enforce it against any potential infringers.