On course for growth with new brand identity: Eurowings Discover is now Discover Airlines
First aircraft with new livery touched down in Frankfurt on September 5
New design emphasizes positioning as the Lufthansa Group’s quality
Brand identity to be rolled out over the coming months
2024: fleet grows to 28 aircraft; Munich base expands significantly
The Lufthansa Group’s young leisure airline presents its new brand identity for the first time today. Eurowings Discover is now Discover Airlines. In addition to the name, the look of the airline is also changing. The first Airbus A320 in the
new design with the registration D-AIUR touched down at Frankfurt airport this morning and will fly guests to Palma de Mallorca for the first time on September 6.
With its new brand identity, the airline emphasizes its position as the Lufthansa Group's quality leisure carrier in Germany. The Discover Airlines brand stands for the joy of traveling, discovering, and rediscovering beautiful places and experiences. The design has therefore been inspired by colors and elements that awaken memories of holidays as well as the desire to travel. The various shades of blue, the so-called “skylines,” pick up on the colors of the sky, the horizon, and the water, while the sun and beach are reflected in yellow accents. The gradient of colors evokes the view from the aircraft window looking toward the horizon or the view of the sea.
The blue color scheme also stands for quality and the connection to the Lufthansa Group, as Discover Airlines is fully embedded in the Group’s structures at the two hubs of Frankfurt and Munich, complementing the existing offering in the growing segment of private travel.
Bernd Bauer, CEO of the Frankfurt-based leisure airline, explains: “We have built up our airline in a record time of two years, hired around 2,000 employees, phased-in 22 aircraft, and today are flying to over 60 destinations around the world. The fact that we are already profitable after two years is thanks to the enormous commitment of the team. This same enthusiasm is now driving us forward. The 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. This is also expressed by the brand identity which at the same time underlines our affiliation with the Lufthansa Group. Discover Airlines stands for quality, joy and ease, after all, people fly with us to the best time of the year.”
Design with recognition value
The “discover” lettering in lowercase letters with a dot is retained as the word mark. It has been an integral part of the brand identity since the beginning and will in future be supplemented by the word “Airlines.” The dot is a recurring design element and can be found on the tail of the aircraft, among other places. Despite the independence of the new design, the link to the Lufthansa Group is clear. For example, the lettering “Member of Lufthansa Group” can be found on both sides of the fuselage. In addition, a straight white line, the so-called “leading edge,” extends the tail optically to the bottom of the fuselage. Discover Airlines has been working with the Hamburg-based agency Scholz & Friends for the development of the new brand identity.
From ID card to website: new design will be rolled out step by step
The arrival of the first Airbus A320 in the new livery on 5 September marks the starting point for the new brand identity rollout. On September 6, the airline’s digital presence, from its website to its social media channels, will change. 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. The crews’ uniform accessories as well as elements of the cabin furnishings will be adapted to the new brand image from December. For reasons of sustainability, disposable items will be completely used up first, then reordered in the new design.
Over the next few months those aircraft will be repainted that are new to the fleet, have only received a partial paint job so far, or are due for a regular livery refresh.
A growing fleet and impressive Munich flight schedule
Over the coming year, the Discover Airlines fleet will grow to a total of 28 aircraft with the addition of five Airbus A320s and one Airbus A330. Five short-haul aircraft will be based in Munich and will take off around 60 times a week to 23 leisure destinations in summer 2024. Ten Airbus A320s and 13 Airbus A330s will be flying from Frankfurt to 33 short- and medium-haul destinations and 17 long-haul destinations. Discover Airlines also plans to resume long-haul flights from Munich at the beginning of 2025.
Since its launch, Discover Airlines has welcomed over four million guests on board. Through its full integration into the Lufthansa Group network and codeshare partnerships with Air Canada and United Airlines, Discover Airlines offers travelers a wide choice, end-to-end bookings, and seamless transfers.