Lufthansa Group unveiled the new brand identity of its young leisure airline, Eurowings Discover, now rebranded as Discover Airlines.
The airline’s transformation isn’t just in name; its visual identity has undergone a significant change. The first Airbus A320, donning the new design and registered as D-AIUR, made its debut landing at Frankfurt airport. This aircraft embarked on its inaugural flight to Palma de Mallorca on September 6.
Discover Airlines, with its refreshed brand identity, reinforces its stature as the Lufthansa Group’s premier leisure carrier in Germany. The brand encapsulates the joy of travel, the thrill of discovery, and the nostalgia of revisiting cherished destinations. The design draws inspiration from elements and hues reminiscent of vacations, evoking a yearning to travel. The varying shades of blue, termed as “skylines,” mirror the sky, horizon, and water. Simultaneously, the sun and beach are symbolized through vibrant yellow highlights, creating a gradient reminiscent of the view from an airplane window.
Bernd Bauer, the CEO of Discover Airlines, elaborated on the airline’s journey, “In a record span of two years, we’ve onboarded around 2,000 employees, incorporated 22 aircraft, and now serve over 60 global destinations. Our profitability, a mere two years into our journey, is a testament to our team’s dedication. As we transition from our start-up phase, our focus is on refining our profile in the upscale leisure travel segment. Our new brand identity not only reflects this but also emphasizes our strong ties with the Lufthansa Group.”
The design retains the “discover” wordmark in lowercase letters, punctuated with a dot, a signature element of the brand since its inception. This wordmark will now be complemented by the addition of “Airlines.” The design’s distinctiveness is evident, yet its connection to the Lufthansa Group remains unmistakable. This affiliation is further highlighted with the “Member of Lufthansa Group” inscription on the aircraft’s fuselage.
The rebranding journey began with the arrival of the first Airbus A320 in its new livery on September 5. Following this, on September 6, Discover Airlines will revamp its digital presence, spanning its website to social media platforms. Over the subsequent days and weeks, branding at global stations, including Frankfurt Airport, will be updated. Cabin interiors and crew uniforms will align with the new brand image by December.
In the upcoming year, Discover Airlines plans to expand its fleet, adding five Airbus A320s and an Airbus A330. By summer 2024, the airline aims to operate around 60 weekly flights to 23 leisure destinations from Munich. Furthermore, from Frankfurt, ten Airbus A320s and 13 Airbus A330s will cater to 33 short-to-medium haul and 17 long-haul destinations. The airline also has plans to reintroduce long-haul flights from Munich by early 2025.
Since its inception, Discover Airlines has hosted over four million passengers. Its integration into the Lufthansa Group network and codeshare agreements with Air Canada and United Airlines offer travelers a plethora of choices, streamlined bookings, and hassle-free transfers.
