Brussels Airlines Announces New Brand Identity

Brussels Airlines has announced a significant new rebranding. The airline has a new logo, livery, and color scheme to reaffirm its place in the market and as the flag carrier of Belgium. With the pandemic causing so many changes, the airline wants to rebrand to solidify its new identity. Let’s take a look.

Say hello to Brussel Airlines’ new livery! Photo: Brussels Airlines

Shake it up

In a statement today, Brussels Airlines announced its ‘new identity.’ The rebranding aims to reaffirm the carrier’s status as Belgium’s flag carrier and as a futuristic airline ready to take on the significant challenges it faces.

Gone is the lowercase ‘b’ on the tail of all aircraft. Brussels Airlines is going big on dots instead. The tail now features different sizes of bubbles in a deeper red, blue, and gray, with more across the fuselage. This also marks the airline’s new logo, which features nine red dots of varying sizes to represent diversity at the airline.

Brussels Airlines Announces New Brand Identity
Here’s a quick reminder of the outgoing Brussels Airlines livery and ‘b’ logo. Photo: Vincenzo Pace | Simple Flying

The livery also puts the ‘brussels’ in a much larger font, emphasizing the Belgian identity of the carrier, something which may have been missing earlier. In a statement about the changes, 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.”

‘You’re In Good Company’

Brussels Airlines also has a new tagline, “You’re in good company.” The carrier is hoping to focus more on its staff’s hospitality and warmth, separating itself from the competition. For now, the airline is yet to announce any changes in the hard or soft product changes to go along with the rebranding.

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Brussels Airlines A320
Brussels Airlines is hoping to return to profitability and meet some vital sustainability targets in the future. Photo: Brussels Airlines

The branding comes at a time when Brussels Airlines has many upcoming challenges. The primary focus is to return to profitability. After two years of struggles, the carrier now has access to all of its key markets, and travelers are quickly returning. For shareholders, the new identity will hopefully be a step toward boosting revenues.

The second challenge is to focus on environmental efficiency. As climate change increasingly comes into focus among regulators, Brussels is hoping to reduce its footprint in the near future. Currently, the carrier is planning to reduce its carbon footprint by 50% by 2030.


Brussels Airlines is currently preparing to become a more efficient airline with new A320neos on the way. As a subsidiary of the Lufthansa Group (wholly owned), the carrier can better harmonize with its partners and offer stronger services. However, for now, passengers are likely to see few changes due to the new idenitity.

What do you think about Brussels Airlines’ new identity? Let us know in the comments!

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