Brussels Airlines has unveiled its new brand identity, as part of its Reboot Plus transformation programme.
The dotted “b” which can currently be seen on the carrier’s logo and tailfins has been replaced with dots of different sizes, designed to represent the diversity of the airline’s customers.
An updated logo also makes use of a more modern type font, with the word “brussels” now appearing larger and stacked on top of “airlines”, and the carrier’s signature colours now feature a deeper red and darker shade of blue.
Brussels Airlines said that the new brand identity is “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”.
The Covid-19 pandemic forced the airline to downsize its workforce by 25 per cent last year, along with a fleet reduction of around 30 per cent.
In August last year the EU Commission approved a €460 million ‘Stablisation Package’ for the Lufthansa Group carrier, consisting of €290 million from the Belgian Federal government and a further €170 million from Lufthansa.
Alongside the new brand identity the tagline “You’re in good company” has been introduced, with Michel Moriaux, Head of Marketing at Brussels Airlines stating that it “underlines our most valuable asset; the hospitality brought to our passengers by our incredible staff”.
It will take several years for the new livery to be rolled out across the airline’s fleet, with Wencke Lemmes, Head of Customer Experience, Product and Marketing at Brussels Airlines confirming that the new brand identity will be implemented in “a phased approach” – aircraft will not receive the new livery before their scheduled repainting date.
Commenting on the news Peter Gerber, CEO of Brussels Airlines, said:
“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 [Thursday] 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.”
Analysis from Alex McWhirter:
The new livery has been much criticised on social media. Some say it resembles that of Croatia Airlines while 20-year old Gazeta.pl complained to Brussels Airlines that its own logo had been copied.
Gazeta entered the chat! 🤭 pic.twitter.com/q9ovykBgz2
— Steven (@Airwaysfoodie) November 18, 2021
While @thedesignair (who ought to know about this sort of thing) said, “We feel that the rebrand is marginal at best”.
“Yes it’s smart and perfectly acceptable but the logic behind the rebrand and end result seems weak and flawed.
“It’s clear that the rebrand has been created by an agency with little experience in airline branding.”