Brussels Airlines presented a new brand identity, confirming its position in the market as Belgium’s home carrier. 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 re-emphasizing 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.
The Belgian company is transforming to become a healthy, profitable airline that offers perspectives to its customers, partners and employees; an airline with a constant focus on the environment and the reduction of its ecological footprint. A New Brussels Airlines.
We want to clearly mark the start of the New 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.
Peter Gerber, CEO of Brussels Airlines
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”.
“We have chosen for a tagline that underlines our most valuable asset; the hospitality brought to our passengers by our incredible staff. Their way of working, on and behind the scenes, ensures that our passengers are in good hands. By committing to transparency, by investing in a greener and more comfortable fleet, by being 24/7 available and by making sure that our passengers sit together without an extra charge, we want to offer our customers what really matters to them. No small print, just common sense,” said Michel Moriaux, Head of Marketing at Brussels Airlines.
