We go the extra smile

Did you fly with Brussels Airlines the last months? Than you'll certainly have noticed their change in identity. It looks less corporate, fresher and younger. Curious as we are at I Love Belgium we wanted to find where the inspiration came from.


The rebranding was done by advertising agency TBWA. They explained us that the essence of the rebranding de personalised service of the airline was that treats their customers as 'guests' but also wants to offer sharp pricing (they now offer return tickets as from 69 euros.) That's why TBWA created the baseline 'We go the extra smile'.

The new visual identity is based on the new strategic brand values : fresh, simple, Belgian and human. The new colours break with the two-color convention that applies throughout the sector. It all feels a little bit surrealistic and that's exactly what makes it Belgian.

The inspiration for the new identity came from New York based artist Eric Cahan. Cajan's work revolves around light, specifically the light generated by the sun at sunrise and sunset, science, nature and the ephemeral quality of memories. His series Sky Series were made during his many extensive travels. Each photograph is titled with the time and location of its conception. In this way Cahan catalogues his visual journal. "During my travels, I discover what I want to document. My works are titled to remind me of the experience, both visually and spiritually."  That's exactly what Brussels Airlines wanted to communicate with their new identity, they want to offer their customers a personal experience creating positive memories.

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