The Lufthansa Group’s holiday airline, has a new look. Discover Airlines wants to build its own image, a pivotal moment for the carrier as it seeks to carve out its unique image while emphasizing its membership within The Lufthansa Group.
The reveal of Discover Airlines’ new look was nothing short of spectacular. The first aircraft to sport this fresh identity, an Airbus A320 with the registration D-AIUR, left Frankfurt on a journey that would forever change its appearance. After a brief stop in Bratislava, the aircraft returned to Frankfurt, no longer as a Eurowings Discover A320 but as part of the Discover family.
Bernd Bauer, CEO of Discover Airlines, shared the exciting news, explained that the airline had achieved profitability, a significant milestone for the carrier. With twelve long-haul aircraft, Discover Airlines now stands as the Lufthansa Group’s third-largest provider of long-distance flights, trailing only Lufthansa and Swiss. This success has prompted the airline to redefine its image and strengthen its identity in the market, says Bauer.
The most conspicuous change in this brand transformation is the removal of the “Eurowings” suffix, signaling a departure from its sister airline’s branding. Instead, Discover Airlines has adopted a vibrant new design that captures the essence of travel and exploration. The airline’s new identity embodies “the joy of traveling, discovering, and rediscovering beautiful places and experiences,” with a color scheme inspired by vacation destinations. Shades of blue symbolize the sky and the sea, while cheerful yellow accents represent the sun, says the official statement.
Notably, the choice of blue in the design serves a dual purpose—it signifies quality and underscores Discover Airlines’ close association with the Lufthansa Group. This connection with the group is proudly displayed on the aircraft, with the prominent inscription “Member Of The Lufthansa Group” emblazoned in capital letters on the fuselage. The aircraft’s exterior is a harmonious blend of light turquoise blue and a distinctive yellow dot, creating a striking visual identity.
The aircraft’s tail showcases horizontal stripes known as “skylines,” featuring various shades of blue and a vibrant yellow stripe at the top. Additionally, the characteristic yellow dot is elegantly incorporated into the design, ensuring recognition and consistency. Even the winglets proudly display this refreshed identity.
The rollout of this new brand identity will occur gradually, with aircraft receiving the makeover during scheduled maintenance. By next summer, around 13 aircraft from Discover Airlines’ fleet of approximately 28 jets will feature this captivating new look.
In tandem with the exterior transformation, flight attendants will receive updated accessories, including new ties for men and scarves with matching belts for women. Cabin amenities, such as blankets, pillows, amenity kits, and cups, will also align with the airline’s fresh look.
Discover Airlines’ journey to rebranding stems from its humble beginnings as Eurowings Discover, a response to the challenges posed by the pandemic.
The name Eurowings Discover was born out of necessity when it launched in 2021. At that time, the German state had supported the Lufthansa Group, which had been weakened by the pandemic, with billions. There was no thought of spending on a campaign to relaunch a brand.
We don’t spam! Read our privacy policy for more info.
Check your inbox or spam folder to confirm your subscription.
We don’t spam! Read our privacy policy for more info.
Check your inbox or spam folder to confirm your subscription.
Airspace Africa is Africa’s premier dedicated aviation publication. Follow us for the latest aviation news and insights.
© 2021 Airspace Africa. Designed by Ethos media
Type above and press Enter to search. Press Esc to cancel.
Yuk, sini cerita sama Diba!