Brussels Airlines unveils new livery, confirms commitment to African network

Brussels Airlines has unveiled an all new livery as it charts a course out of the pandemic to — hopefully — profitability.

The new livery features a fresh new font with the word "brussels" now more predominant, which the airline says cements its position as the home carrier of Belgium. Another change is the tailfin: gone is the dotted "b" for Brussels Airlines, replaced with a series of red, gray and blue dots of different sizes, which are to represent the diversity of both the customers, passengers and destinations of the airline.

Airbus A330 with registration number OO-SFH will be the first widebody aircraft in the fleet to be painted in the new livery by May 2022.

Want more airline-specific news? Sign up for TPG’s free new biweekly Aviation newsletter!

There's also the new tag line: "You're in good company".

“This new brand identity is a very logical step for Brussels Airlines. After years marked by so many changes, it is important to clarify and confirm our position in the market. 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. We created a more contemporary branding, one that is fit for our digital age, one that represents a reliable and modern airline,” explained Michael Moriaux, head of marketing at Brussels Airlines.

If the red and blue dotted design seems familiar, fellow Star Alliance airline Croatia Airlines has a similar design, albeit with different-sized squares on the tailfin, rather than circles.

Brussels Airlines has confirmed its commitment to their unique African route network, where the carrier has traditionally been very strong,. It serves an impressive 15 destinations in Africa alone, from Angola to the Ivory Coast to Cameroon.

Related: Bare bones: A review of Brussels Airlines economy on the A330 from Brussels to Monrovia

While other airlines cut long-haul routes during the pandemic, Brussels Airlines continued to operate flights to Africa and is now playing up this unique route network is now a real strength of the airline. Among its fellow Lufthansa Group network airlines, Brussels Airlines now prides themselves on being the African experts of the group.

The airline's unique long-haul route network also includes year-round flights to New York (JFK), and seasonal flights to Washington Dulles (IAD).