Brussels Airlines, in what it has described as a » reaffirmation of its market positioning as » Belgium’s airline «, this Thursday presented its renewed brand identity, which incorporates a new logo and a new livery for its aircraft, as well as an update of the company’s characteristic red and blue colors.
The dotted «b» on the tail is replaced by nine dots of different sizes in the shape of a square, «to represent the diversity of its customers, destinations, and employees».
The two words of the brand name are now on top of each other, although giving more prominence to «Brussels» to emphasize its Belgian identity, also incorporating new typography.
The new identity is accompanied by a new slogan: «You are in good company».
The COVID-19 pandemic, they claim, accelerated and intensified their transformation plan called «Reboot Plan» which aimed to lay the groundwork for a new competitive stage with a strong and healthy cost structure, and included the reduction of around 30% of the fleet and 25% of its workforce, as well as the renegotiation of collective labor agreements.
The restructuring was followed by the rebuilding and upgrading stage, with investments focused on improving the customer experience, new technologies, digitalization, innovative ways of working, and the development of its employees.
«We want to very distinctively mark the beginning of a Brussels Airlines. For our customers, who deserve the best, but also for our employees, who are committed to the transformation we drive and to which they contribute every day,» said Peter Gerber, CEO of the company.
«That’s why today we present to you the visual representation of our new beginning. 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 new page. As one of the four airlines in the Lufthansa Group network, we are leading the way to a promising future. We see this new brand identity as a symbol of confidence in our company, which re-emphasizes our identity as Belgium’s local airline», he continued.
Michel Moriaux, Marketing Director of Brussels Airlines, said, «This new brand identity is a very logical step for Brussels Airlines. After years of change, it is important to clarify and confirm our position in the market. We are moving to a new company, with new cabin interiors, digitized processes, fleet renewal with A320neo on the way, and much more to come. Together with Today Agency, we created a more contemporary brand, suitable for our digital age, representing a modern and reliable airline. »
Brussels Airlines operates a network of more than 60 destinations in Europe, 15 in Africa, New York, and Washington in North America, and Tel Aviv in the Middle East. It has 3,100 employees and operates 38 aircraft (8 A330-300, 14 A310, and 16 A320). In 2019, prior to the pandemic, it carried 10 million passengers, generating revenues of 1.5 billion euros. During 2020 those figures fell to 2.3 million passengers and €414 million. The adjusted EBITDA result was -141 million euros.
Between January and September, 2021 Brussels Airlines carried 2.2 million passengers, an increase of 5% versus the same period last year, while revenues grew by 12% to €380 million. Adjusted EBITDA was EUR -58 million.
According to data obtained by Aviacionline through Cirium, during November Brussels Airlines’ capacity (in ASK) stands at 29.3% versus the same month of 2019. The supply of seats reaches 660,800, representing a 33.2% drop, while they have 3,763 flights scheduled (-38.6%).
