Eurowings unveils new corporate design

Eurowings is sharpening its brand presence and unveiling a comprehensively revised corporate design. With its new look, the airline is translating its strategic positioning as a value airline and its brand essence, ‘More ease for everyone’, even more consistently into its visual communication. The aim is to create greater clarity, recognisability and ease across all communication channels and throughout the entire travel journey.

Design follows strategy

The redesign is rooted in the evolution of Eurowings’ brand positioning: from a classic low cost airline to a European value airline that, alongside attractive fares, now places greater emphasis on comfort, flexibility and a more relaxed travel experience. The new corporate design makes this brand evolution visible across all touchpoints and creates a coherent brand experience – from booking to arrival.

“With the new corporate design, we are making our brand essence ‘More ease for everyone’ visually tangible. At the same time, we are creating a modern and consistent brand presence that sets us apart and further strengthens our recognisability,” says Dirk Otto, Head of Marketing at Eurowings.

The Wings as the heart of the brand

At the centre of the new brand identity is the familiar Wings logo mark. In future, it will play a much stronger role as an emotional design element – for example as a key visual in moving-image formats, campaign visuals and digital interfaces. This sees the Wings evolve from a pure logo component into a defining brand symbol. They stand not only for flying itself, but also for those special moments of travel – anticipation, freedom and ease – creating a consistent visual thread across all channels.

Eurowings will also place greater emphasis on an authentic imagery concept and an adapted photographic style within its brand presence. At the same time, the distinctive Eurowings Burgundy remains a defining element of the new corporate design, providing orientation and strengthening identification both internally and externally. A more playful use of the brand colour through gradients and transparency adds greater dynamism and ease.

More modern, clearer, more digital

The simplified design system reduces complexity, particularly in digital applications such as the website and app, and makes orientation faster and easier – for example through clearer navigation structures and more reduced design elements. Inclusive design has also been consistently integrated, with the aim of making all digital platforms barrier-free and accessible to the widest possible user group.

The design system is complemented by a newly developed typeface: Eurowings Type. It has been designed for the brand’s wide range of applications and ensures optimum legibility and impact wherever it is used. At the same time, it gives the brand a distinctive visual character. The Eurowings logo has also been revised on this basis and will appear in a more reduced and clearer form in future applications.

Roll-out across all brand touchpoints

The new brand identity will be introduced gradually across all touchpoints – from the website and airport environments to on board the aircraft. The comprehensive strategy and design process was supported by Josefine Freund and Simon Jasper Philipp. The design development and execution were carried out by the Eurowings team in collaboration with Oscar Bravo, the digital agency of the Lufthansa Group. Eurowings Type was developed together with type designer Hannes von Döhren.