Brussels Airlines confirms its position in the market with a new brand identity
“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.”
– Peter Gerber, CEO of Brussels Airlines
“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.”
- Michel Moriaux, Head of Marketing at Brussels Airlines
“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.”
- Michel Moriaux, Head of Marketing at Brussels Airlines
“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 before their painting due date, as to not waste money, resources, nor paint. As a consequence, the repainting of the fleet will take several years. This also means that you will still bump into our “old” branding, as we commit ourselves to using resources until they are depleted or have reached their expiry date.”
- Wencke Lemmes, Head of Customer Experience, Product and Marketing at Brussels Airlines
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