A subsidiary of Lufthansa Group, Brussels Airlines, has changed its aircraft livery and logo, marking a fresh start for the airline as it aims to reaffirm its status as Belgium’s national carrier.
In a press statement dated November 18, 2021, the airline announced: “Brussels Airlines presents a new brand identity, confirming its position in the market as Belgium’s home carrier.”
According to the airline, the new brand identity includes “a new version of the Brussels Airlines signature red and blue colours, now a deeper red and a darker shade of blue”. The dotted “b”, which represents the diversity of the airline’s destinations, customers, and staff.
The new aircraft livery contains a dotted logo on the tails, a white fuselage and a continuation of dots in different shades of blue and grey.
“Updated colours, a new logo and aircraft livery are the visual token of the airline’s new chapter, stating its readiness for future challenges and re-emphasizing on the importance of the Belgian brand,” the airline said.
In 2019, Brussels Airlines announced a new future plan ‘Reboot’. The plan aimed to reduce costs and achieve an “operating margin (EBIT) of eight percent in 2022”.
But as a consequence of the ongoing-pandemic, the Belgian carrier had to accelerate its restructuring process and has already started a Reboot Plus plan, which, according to the airline, is a “build-up and improvement phase”.
Michel Moriaux, Head of Marketing at Brussels Airlines, said: “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.”
Currently, the airline has a total of 41 aircraft in its fleet, according to the Planespotters.net. The airline’s fleet comprises 17 Airbus A319s, 16 Airbus A320s, eight Airbus A330 aircraft.