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Brussels Airlines presents a new brand identity

Brussels Airlines presents a new brand identity.
Brussels Airlines presents a new brand identity.
Written by Harry Johnson

Brussels Airlines keeps its focus on the African continent and confirms its position in the market with a new brand identity.

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  • Brussels Airlines accelerated and intensified in 2020 its transformation plan Reboot Plus, in order to pave the way for a future-proof company that is able to face the competition, with a sound and healthy cost structure.
  • After the restructuring, the company started the second phase of its Reboot Plus plan: the build-up and improvement phase.
  • The Belgian company is transforming to become a healthy, profitable airline that offers perspectives to its customers, partners and employees.

Today, Brussels Airlines presents a new brand identity, confirming its position in the market as Belgium’s home carrier and the Africa expert of the Lufthansa Group.

Updated colors, a new logo and aircraft livery are the visual token of the airline’s new chapter, stating its readiness for future challenges and reemphasizing on the importance of the Belgian brand. A chapter with a strong focus on customer experience, reliability and sustainability while keeping a competitive cost-structure.

As a consequence of the COVID-19 crisis, Brussels Airlines accelerated and intensified in 2020 its transformation plan Reboot Plus, in order to pave the way for a future-proof company that is able to face the competition, with a sound and healthy cost structure.   

The Chairman of the African Tourism Board (ATB), Cuthbert Ncube, welcomes this move by Brussels Airlines, as it falls in line with the mission of ATB to promote Africa as one destination by extending travel and tourism options.

After the restructuring, the company started the second phase of its Reboot Plus plan: the build-up and improvement phase. Brussels Airlines now turns its attention to the future with strategic investments in an improved customer experience, new technologies, digitization, new ways of working, and the development of its employees.

The Belgian company is transforming to become a healthy, profitable airline that offers perspectives to its customers, partners and employees; an airline with a constant focus on the environment and the reduction of its ecological footprint. A New Brussels Airlines.

“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.

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About the author

Harry Johnson

Harry Johnson has been the assignment editor for eTurboNews for almost 20 years. He lives in Honolulu, Hawaii, and is originally from Europe. He enjoys writing and covering the news.

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