A new visual identity for Brussels Airlines (Photo: Brussels Airlines)
Is the new identity
still a “marketing coup”? Everything would lead one to believe that the airline has just rejuvenated the visual appearance of its brand.
And yet, this new identity allows the Belgian carrier to identify with what it has become. “We had a period of uncertainty when we didn’t know if we had become a low-cost airline or not. Or whether or not we were part of the Eurowings group within Lufthansa. All this is now clear and our identity reflects who we are. And firmly,” says a spokesperson for the Belgian company.
Because yes, Brussels Airlines is indeed the national airline of Belgium. An identity that follows the wish expressed by the Belgian State, which came to the rescue of the carrier during the Covid-19 crisis. With the granting of a loan of 290 million euros in 2020, the government had indeed insisted that Brussels Airlines should retain its role as national airline. The new visual identity implicitly confirms this positioning
The 2021 brand identity features new shades of the characteristic red and blue colours of Brussels Airlines. The dotted “b” on the back of the aircraft is replaced by 9 dots of different sizes in the shape of a square. They represent the diversity of customers, destinations and employees.
The art of being Belgian
At the presentation on 18 November, Michel Moriaux, Marketing Director of Brussels Airlines, explained the philosophy behind this change
“The new brand identity is a very logical step for Brussels Airlines. After years marked by so many changes, it was important to clarify and confirm our position in the market. We are transforming into a new company, with new cabin interiors, digitized processes, a renewed fleet and many other projects. Also with the agency Today, we have created a more contemporary brand image. For a reliable and modern airline.”
It will take a few years for the new identity to fully absorb the old one. Especially on the fuselage of the aircraft. The new livery will adorn the aircraft during a new paint cycle. “Normally every four years on average,” says the company. The three Airbus A320Neo that will join the fleet in 2023 will also wear the new livery.
The cabin interiors, which were recently reconfigured, will not be changed.
There will be few changes apart from the logo. Just like the counters and lounges at Brussels Airport, which are already decorated with the new visual identity. “It is in fact the culmination of a work to win back the passenger through a more attentive service. It is the DNA of our company that is reflected in this logo. To be totally at the service of our customers and to carry the Belgian art of living”, explains the company.
I’m Michelle, and I love to travel. As a former hotel expert for one of the world’s largest hotel chains, I’ve stayed in nearly every type of room imaginable (including many that were not so desirable!). Nowadays, I am fortunate enough to be able to explore the world on my own terms. From international flights to learning different languages, there is nothing too far out of reach!