About Brussels Airlines
After more than 15 years, the Brussels Airlines brand identity was in need of an update. Commercial aviation, after all, has changed enormously in recent years. Low-cost airlines, inclined to cut costs to the absurd, have turned everything that used to be a given into an exclusive privilege, from meals on board to space for your luggage in the hold.
The soul
We worked on a new positioning for Brussels Airlines to differentiate itself from the low-cost airlines, without pushing the brand into the high-end corner. A perfect balance between affordable and enjoyable travel, where premium is the standard and not a privilege. Everything within reach for all, based on standards travelers really care about.
The face
The new positioning builds on Brussels Airlines' strong heritage of care and reliability. A typically Belgian brand, it combines sincere hospitality and common sense.
The previous logo was a pattern of dots that formed the letter 'b'. Careful not to lose sight of this legacy, we introduced something new by placing the famous dots in a tight grid: a symbol of stability and reliability. At the same time, the dot pattern is adaptable and changeable, referring to the airline's flexibility and to the fun and adventure that comes with flying.
In short, we created a stable but welcoming universe, miles away from the fickle realities of low-cost carriers. No dot is the same in the grid, expressing the human, accessible aspect of Brussels Airlines and the diversity of its passengers, destinations and employees.
The voice
The same balance typifies our new sonic branding for Brussels Airlines, which exudes reliability, travel pleasure and a sense of adventure. The music breathes tranquility and a pleasant tension at the same time – the excited feeling that flying evokes, even for people who are used to traveling by plane. A sense of floating with your feet on the ground, so to speak. A similar complementarity can be found in the brand strategy, its visual assets, the sound logo, and all variants of the branded music.
