Brussels Airlines looks towards the future with a new brand identity

Brussels Airlines has presented its new brand identity, confirming its position in the market as Belgium’s home carrier. Updated colours, a new logo and aircraft livery are the visual token of the airline’s new chapter. A chapter with a strong focus on customer experience, reliability and sustainability while keeping a competitive cost-structure.

Brussels Airlines is taking off 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.

Speaking at the launch event at Brussels Airport Peter Gerber, CEO of Brussels Airlines 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 we present the visual translation of our new start.”

After years marked by many changes Brussels Airlines is ready to show the world it is turning a page and building the way towards a promising future making the new brand identity a logical step. The company is changing into a new company, with new cabin interiors, digitized processes and a fleet renewal with A320neo’s.

The new brand identity includes a new version of the Brussels Airlines signature red and blue colours which are now featured in a deeper red and a darker shade of blue. The iconic dotted ‘b’, which today adorns the tails of its fleet, makes way for 9 dots of different sizes in the form of a square. No dot is alike to represent the diversity of the airline’s customers, its destinations and its employees. The updated logo also makes use of a new, more modern type font. The two words of the brand name are now stacked, with the word ‘brussels’ gaining more importance with its larger size to emphasize the airline’s Belgian identity. The new aircraft livery, shows a zoom on the dotted logo on the tails, a fresh white body and a continuation of dots in different shades of blue and grey.

Next to the new visual identity, the new brand identity also translates into a new tagline: “You’re in good company”.

But while Brussels Airlines is going for a ‘new Brussels Airlines’, the airline’s focus on cost and sustainability remains of utmost importance. To avoid creating waste and high production costs, the new brand identity will be implemented in a phased approach. The 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.

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Also read: ‘THE LOFT’ by Brussels Airlines and Lexus named ‘Europe’s Leading Airline Lounge 2021′

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