Brussels Airlines unveiled a new brand identity on November 18, confirming its position in the market as Belgium's home carrier and the Africa expert of the Lufthansa Group. 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-emphasising on the importance of the Belgian brand. This will be a chapter with a strong focus on customer experience, reliability and sustainability while keeping a competitive cost structure.
As a consequence of the COVID-19 crisis, in 2020 Brussels Airlines accelerated and intensified its transformation plan Reboot Plus, in order to pave the way for a future-proof company that is able to face the competition with a sound and healthy cost structure.
After the restructuring, the company started the second phase of its Reboot Plus plan: the build-up and improvement phase. Brussels Airlines is now turning its attention to the future with strategic investments in an improved customer experience, new technologies, digitisation, 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 of an airline with a constant focus on the environment and the reduction of its ecological footprint: A new Brussels Airlines. During the COVID-crisis, the African network of Brussels Airlines remained the most important market for the company, with the most stable flight offer. Also in the future, Brussels Airlines will continue to serve as the African competence centre for the Lufthansa Group and will continue to invest in the continent.
