Brussels Airlines confirms its position in the market with a new brand identity

posted on 18th November 2021 by Eddie Saunders
Brussels Airlines confirms its position in the market with a new brand identity

Today, Brussels Airlines presents a new brand identity, confirming its position in the market as Belgium’s home carrier and the Africa expert of the Lufthansa Group.

Updated colours, a new logo and aircraft livery are the visual token of the airline’s new chapter, stating its readiness for future challenges and reemphasizing on the importance of the Belgian brand.

A chapter with a strong focus on customer experience, reliability and sustainability while keeping a competitive cost-structure.

As a consequence of the COVID-19 crisis, Brussels Airlines accelerated and intensified in 2020 its transformation plan Reboot Plus, in order to pave the way for a future-proof company that is able to face the competition, with a sound and healthy cost structure.

After the restructuring, the company started the second phase of its Reboot Plus plan: the build-up and improvement phase.

Brussels Airlines now turns its attention to the future with strategic investments in an improved customer experience, new technologies, digitization, new ways of working, and the development of its employees.

“We want to clearly mark the start of the New Brussels Airlines.” Peter Gerber, CEO of Brussels Airlines.

“For our customers, who deserve the best, but also for our employees, who are committed to the transformation that we’re pushing forward and to which they contribute every day.

“That is why today we present the visual translation of our new start.

“With this new brand identity, we are ready to show our customers, our employees, our partners and all other stakeholders that we are turning a page.

“As one of the four Lufthansa Group network airlines, we are building the way towards a promising future.

“We see this new brand identity as a symbol of confidence in our company – re-emphasizing our identity as Belgium’s home carrier.”

“This new brand identity is a very logical step for Brussels Airlines”. Michel Moriaux, Head of Marketing at Brussels Airlines.

“After years marked by so many changes, it is important to clarify and confirm our position in the market.

“We are changing into a new company, with new cabin interiors, digitized processes, fleet renewal with A320neo’s on the way, and much more to come.

“Together with Today Agency, we created a more contemporary branding, one that is fit for our digital age, one that represents a reliable and modern airline”.

The new brand identity includes a new version of the Brussels Airlines signature red and blue colours, now a deeper red and a darker shade of blue.

The dotted “b”, which today adorns the tails of its fleet, makes way for 9 dots of different sizes in the form of a square, to represent the diversity of its customers, its destinations and its employees. No dot is alike.

The updated logo also makes use of a new, more modern type font. The two words of the brand name are now stacked, with the word “brussels” gaining more importance with its larger size to emphasize the airline’s Belgian identity.

The new aircraft livery, shows a zoom on the dotted logo on the tails, a fresh white body and a continuation of dots in different shades of blue and grey.

Next to the new visual identity, the new brand identity also translates into a new tagline: “You’re in good company”.