A new twist has emerged over the possible rebranding of merged Belgian carriers SN Brussels Airlines and Virgin Express, after parent company SN Airholding newly re-registered the name ‘Brussels Airlines’ along with an updated logo.
There has been speculation that the former Belgian flag-carrier’s name ‘Sabena’ might be resurrected for the combined operation – and this was tipped last week by a senior source close to the carriers.
The entry comprises a logo with the identity ‘Brussels Airlines’ in blue lower-case lettering, alongside a stylised letter ‘b’ constructed from red circles (see left). It is listed as being associated with Brussels-based trademark and design consultant Cabinet Bede.
SN Brussels and Virgin Express have been intending to use a single brand name for their merged operations but have declined to disclose further details. The airlines are to hold a briefing in Brussels on 7 November to detail their future strategy
Read Kieran Daly's view on how Sabena's bad public image makes it an unlikely name to deserve resurrection