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  • Joe Breitfeller

Brussels Airlines Unveils New Brand Identity Confirming Position as Belgium’s Home Carrier

Brussels airlines has today unveiled an all new brand identity, confirming their market position as Belgium’s home carrier and launching a new chapter in the company’s history. The new branding includes updated colors, a new logo, an aircraft livery refresh, and a new tagline.


Brussels Airlines Airbus A319 Featuring Carrier's New Livery - Courtesy Brussels Airlines

On Thursday (November 18, 2021), Brussels Airlines announced the launch of a new brand identity with updated colors, a new logo and refreshed aircraft livery, as the company starts a new chapter, while confirming their market position as Belgium’s home carrier. The new brand identity will be accompanied by an even stronger focus on guest experience, reliability and sustainability, while maintaining a competitive cost structure. As a result of the global COVID019 pandemic, Brussels Airlines accelerated their 2020 Reboot Plus transformation, paving the way for a future-proof airline that can face the competition with a healthy and sustainable cost structure.


In Thursday’s announcement, Brussels Airlines’ CEO, Peter Gerber, 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 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.”



The refreshed brand identity includes a new version of Brussels Airlines signature red and blue colors, now a deeper red and darker shade of blue. The dotted ‘b’ that adorns the tails of the current fleet will make way for none dots of different sizes in the form of a square, to represent customer diversity, destinations and team members, with no two dots alike.


The updated logo also uses a new more modern type font and the wo words of the brand are now stacked, with the word ‘Brussels’ gaining more importance its larger size, emphasizing the airline’s Belgian identity. The new aircraft livery shows a zoom on the dotted logo on the tails, a fresh white body, and continuation of the dots in different shades of blue and grey.


Along with the new visual identity, the airline’s new tagline is, “You’re in Good Company”, emphasizing the hospitality brought to customers from the airline’s team members.


Also commenting on the airline’s brand refresh, Brussels Airlines’ Head of Marketing, Michel Moriaux, said,


“This new brand identity is a very logical step for 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.


“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.”


Further commenting on the company's new brand identity, Brussels Airlines’ Head of Customer Experience, Product and Marketing, Wencke Lemmes, added,


“I wish to sincerely thank all the Brussels Airlines colleagues who have contributed in any way to today’s important milestone in our history. While going for a New Brussels Airlines, our focus on cost and sustainability remains of utmost importance to us. To avoid creating waste and high production costs, our new brand identity will be implemented in a phased approach. Our aircraft will for instance not be repainted be