Brussels Airlines, why change?

8 Reasons to change your Brand

We can't ignore it the last few days: Brussels Airlines has a new logo.

A logo change can be motivated by several reasons. Thierry Cattoir, Branding Architect at Remarkable, gave the most common reasons in his latest book Brand Change:

1. Internationalisation
2. Mergers and acquisitions
3. Repositioning
4. Rationalisation
5. Technical problems
6. Crisis
7. Rebirth
8. New activity

In the case of Brussels Airlines, the reason, let alone the necessity, to change is unclear to us as Brand specialists. Brand changes are also extra sensitive in turbulent economic times. Especially if the company itself is in dire straits. A brand change is only a means and not an end in itself.

Persistent for change?

If you do wish to change, don't lose the accumulated Brand Equity and certainly not the loss of authenticity: the original 13 spheres in themselves represented a stylised B - and thus symbolised the notion of Brussels as an emblem - which moreover depict a taxiway and runway.

Which is exactly the optimal function of an emblem in the transport sector: a synopsis of the usually longer brand name.

It has to be said, the update looks good and is nicely done. But from our historical experience with the previous change, repainting an aircraft is the most expensive of all individual change costs!

En plus they give the 'tail' a low budget look. Perhaps a Repositioning?

This case is similar to the one of the Italian airline company Alitalia which - with a restart as a reason - recently lost its strength by changing to ITA.

Legal Checks

The reported possible legal problems with the Polish newspaper logo is solvable, but does not increase confidence in who designed or conceived it. Noblesse oblige, we always conduct extensive research in advance, worldwide if necessary.

For example: a worldwide availability search for the name and emblem for Belfius assured us of a carefree use both legally and culturally.

Have a safe Change and enjoy your flight!