Belgian design studio WeWantMore has managed to reimagine Brussels Airlines’ visual identity without drastically changing its logo or colour palette. Inspiration for the overhaul came from the airline’s brand promise that small details make a world of difference. With this mantra as a starting point, the studio used a dot in the Brussels Airlines logo from 2021 as a visual cue and a graphic element for framing a redefined photography style. A new bespoke font, Cirrus Sans, was also unveiled, which is tighter, taller and squarer than the previous typography and inspired by mid-century travel posters from aviation’s golden age. This complements an enriched colour palette, bringing added warmth to the brand.

“The task was not fully designing a new outfit but crafting a living identity that’s coherent, and meaningful in every detail,” says Sebastien Greffe, WeWantMore’s creative director. The update has now been rolled out across the airline’s many touchpoints, including in-flight communications, uniforms and the brand’s own TV programme. The eye-catching refresh gives Brussels Airlines a more premium feel, while also showing that fine-tuning details can improve the quality of a brand without compromising its existing identity.