Manufacturers create identities to face out, visually characterize what they stand for and what they do. Easy model photographs are those that work greatest, if we mentioned golden arches, globally everybody would know we’re speaking about McDonalds. A bitten apple, Apple. The record could also be quick, however iconic. Airways even have to face out from different operators, from Singapore Airways Silverkris signature emblem, to Qantas’ ‘Roo’, or Lufthansa’s simplistic crane.
These airways haven’t veered from their emblem’s roots in a long time, and that’s what makes them iconic. Nonetheless, Brussels Airlines – that exposed its new identification as we speak – has had a extra troubled historical past, crammed with take-overs and rebrands through the years. From Sabena, to SN Brussels, to Brussels Airways, the airline has additionally developed from full service to pseudo-low price, even to leisure earlier than redefining itself as a type of ‘legacy lite’ service.
Naturally with such a chequered historical past, it’s necessary for the airline to reposition itself, establishing itself as a transparent outlined participant with a transparent function within the European and African markets the place it primarily operates.
“Up to date colors, a brand new emblem and plane livery are the visible token of the airline’s new chapter, stating its readiness for future challenges and re-emphasising on the significance of the Belgian model. A chapter with a powerful concentrate on buyer expertise, reliability and sustainability whereas protecting a aggressive cost-structure,” acknowledged the airways newest press launch.
However how do you outline a rebrand as successful. Certainly such a solution is subjective? Properly, sure and no. Basically the rebrand has to attach along with your audience and clearly reply the primary wants, to face out, and to characterize the model. We will selected to both like or detest the visible outcome, however regardless of our private desire, we should always be capable to perceive what the model is attempting to attain.
“This new model identification is a really logical step for Brussels Airways. After years marked by so many modifications, you will need to make clear and make sure our place available in the market. We’re turning into a brand new firm, with new cabin interiors, digitised processes, fleet renewal with A320neo’s on the best way, and far more to return. Along with In the present day Company, we created a extra modern branding, one that’s match for our digital age, one which represents a dependable and fashionable airline.” acknowledged Michel Moriaux, Head of Advertising and marketing at Brussels Airways on the rebrand.
Nonetheless, we really feel that the rebrand is marginal at greatest. Sure, it’s good and completely acceptable, however the logic behind the rebrand and finish outcome appears weak and flawed. It’s clear that the model has been created by an company with little expertise in airline branding. Typically that pondering may be radical sufficient to disrupt the market, however normally solely when primarily based on an actual understanding of the nuances of such a sophisticated world model ecosystem.
First, the livery, the primary calling card of the airline, primarily white, with dots is the calling card of some airways in Europe already. Vueling owns the entire dot monopoly and extra importantly Croatia Airways encompasses a very related design on their plane as effectively. Even new entrants like Flypop function a dot-like tail fin, and JetBlue and SpiceJet additionally use this simplistic graphical remedy.
Inside the digital world, the typeface sizing of the phrase Airways is just too small, and can be illegible on components like cellular boarding passes and cellular apps. This might imply utilising the 9-dot icon, which in its personal proper isn’t clearly linked to an airline – it could possibly be misunderstood for a google apps icon.
The web site’s favicon has already been updated, which merely options 4 dots, exhibiting there’s already inconsistency within the model, and it’s needed to be compromised at an early stage, one thing the earlier emblem didn’t must face.
Whereas we’d not be a fan of the design of the livery – that’s subjective – the reasoning behind the brand adaptation is one thing we simply can’t get behind. Darker navy representing ‘high quality and modern’ doesn’t actually imply something, and dots being completely different measurement to characterize that no locations or individuals are alike, looks as if a weak after-thought to a graphical remedy moderately than a transparent decisive strategy to the model.
Additionally, the brand new campaigns from their launch video format appear apparent, even that includes locations which can be clearly not Brussels Airways locations, such because the Maldives and Hong Kong. Additionally the video mentions that Brussels Airways new manifesto is to “eliminate having to get up at 3am to catch your flight”. Being London primarily based (many different locations will sympathise), does this imply they’re planning on eliminating their early morning slots? It looks as if a bizarre manifesto promise.
Like many different manufacturers, and airways, Brussels Airways has needed to reimagine itself, however has it succeeded in standing out and visually representing what it stands for? Sadly, we don’t suppose so. Hopefully there’s a likelihood for this model to additional evolve and ship distinctive visible remedies that make it stand out additional, solely time will inform.