The Lufthansa Group’s young leisure airline, Discover Airlines, recently unveiled its new brand identity, with a new look inspired by colors and elements that evoke the joy of travel and the discovery of new places.
The airline, formerly known as Eurowings Discover, will feature new livery characterized by a gradient of blues that represent the sky, the horizon, and the water. Its yellow accents represent the sun and the beach. The wordmark “Discover Airlines” is written in lowercase letters with a dot, which is a recurring design element throughout the branding.
The new brand identity also reflects Discover Airlines’ affiliation with the Lufthansa Group. The words “Member of Lufthansa Group” are prominently displayed on the aircraft fuselage.
“We have built up our airline in a record time of two years and today are flying to over 60 destinations around the world,” said Discover Airlines CEO Bernd Bauer, adding that “our company’s start-up phase is behind us and we are working on sharpening our profile as well as a clear positioning in the segment of higher-value leisure travel.”
Discover Airlines new brand identity will be rolled out gradually over the coming months. The first aircraft in the new livery arrived at Frankfurt Airport on September 5 and the airline’s digital presence (website and social media channels) was updated on September 6.
According to the company, in the days and weeks that follow, signage at Frankfurt Airport and stations around the world, as well as many other items, will be replaced , while the crews’ uniform accessories as well as elements of the cabin furnishings will be adapted to the new brand image from December.
For sustainability reasons, disposable items will be completely used up first, then reordered in the new design.
In addition to the new brand identity, Discover Airlines also announced plans to grow its fleet and expand its Munich base. The airline will add five Airbus A320s and one Airbus A330 to its fleet in 2024. Five of these aircraft will be based in Munich, and will offer flights to 23 leisure destinations in summer 2024. Discover Airlines also plans to resume long-haul flights from Munich at the beginning of 2025.
Discover Airlines has welcomed over four million guests since its launch in 2021. The airline is fully integrated into the Lufthansa Group network and offers codeshare partnerships with Air Canada and United Airlines.