Air Belgium is among the newer airlines in the world of aviation, which has garnered the attention of travellers and aviation enthusiasts the world over. It has positioned itself as a trusted leasing partner for legacy carriers who seek additional ACMI (Aircraft, Crew, Maintenance, and Insurance) capacities for their passenger or cargo operations. It also offers customised charter operations that are tailored to the necessities of cruise lines, tour operators, and other B2B clients
The visual identity of the airline in the form of its logo reflects the values espoused by the airline. These include excellency, safety, reliability, efficiency, agility, respect, and sustainability. Interestingly, the logo of Air Belgium did not change since it was conceived. The article deals with the evolution of the Air Belgium logo since its founding in 2016.
The Genesis of the Air Belgium Logo (2016)
The Air Belgium logo was conceived in 2016. The design comprised the initials “AB,” a crown at the top, the brand name in full, and a thin band. The colour palette consists of the national colours of Belgium, namely, red, yellow, and black. In an alternate logo iteration, the colour palette of the logo includes red and white where red is the background and white is the colour of the initials. In the alternate variant, the full brand name is written below the emblem, and a small band in white underneath the word “AIR” underscores the brand name.
The original logo, which remains to this day, includes the initials “AB,” rendered in a red and black colour palette and placed against a white background. The letters “AB” have pointed glyphs both at the top left and centre right, and denote the shortened form of the brand name. The letters “AB” have a curved pointed stripe that begins at the bottom of the letter “A” and ascends to cut through the horizontal bars of both “A” and “B.”. The shape of the curved stripe cutting across the initials resembles the image of a flight taking off the runway.
At the top of the initials “AB,” a yellow crown is placed to establish the connection of the airline to Belgian royal heritage. The crown with three spikes and two small accents in between tells us about the fact that Air Belgium is a national carrier that embodies the national symbolism of monarchy.
On the right of the initials “AB” and the crown is mentioned the brand name “AIR BELGIUM” in a bold, modern sans-serif typeface in black. Notably, the size of the brand name rendered in uppercase is relatively shorter than the emblem. Also, just below the wordmark “AIR” is placed a thin band of black, yellow, and red, symbolising the national colours of Belgium, and underscoring the brand name.
This is the only logo the airline has had since its inception in 2016.
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The Elements of the Air Belgium Logo
Font
The simple and memorable Air Belgium logo is rendered in a professional sans-serif typeface. The font is all in uppercase, which creates a powerful, modern, and approachable feel. The letters are rendered in black to ensure their legibility against a white background.
Colour
The Air Belgium logo comes in the national colours of Belgium, namely, red, yellow, and black. The colour red represents energy, passion, reliability, and excellence in service. These are the qualities the airline aims to convey to its clients and travellers. The crown in yellow symbolises royalty and power.
An alternate logo of the airline shows the initials “AB” in white set against a red background. Here, the colour white provides a clean view of the initials. Also, the brand name shown below the emblem is rendered in white. The overall colours of the Air Belgium logo create a sense of warmth and vibrancy.
Finally
The history of the Air Belgium logo is relatively short. However, it reflects the journey of the airline to become an established carrier in the European aviation landscape. The logo of the airline has remained consistent since its conception in 2016. This demonstrates the commitment of Air Belgium to its initial vision and Belgian identity.
As Air Belgium continues to grow and adapt to the ever-changing aviation landscape, future refinements or updates to its logo may occur. These potential changes would likely aim to balance the airline’s heritage with its evolving market position and customer expectations.