FRANKFURT- The Lufthansa (LH) Group’s youthful leisure airline is unveiling its new brand identity, so Eurowings Discover has now become Discover Airlines (4Y).
Alongside the name change, the airline is undergoing a visual transformation. The first Airbus A320 featuring the fresh design, registered as D-AIUR, arrived at Frankfurt Airport (FRA) this morning and is scheduled to carry passengers to Palma de Mallorca on September 6.
Lufthansa Eurowings Now Discover Airlines
With this updated brand identity, the airline is underlining its role as the Lufthansa Group’s premier leisure carrier in Germany. The Discover Airlines brand signifies the pleasure of traveling, exploring, and rediscovering captivating destinations and experiences.
The design draws inspiration from colors and elements that evoke memories of vacations and kindle the desire to embark on new journeys.
The color palette, encompassing various shades of blue known as “skylines,” mirrors the hues of the sky, horizon, and water, while touches of yellow represent the sun and beach.
The gradual shift in colors aims to recreate the captivating view from an aircraft window, whether it be gazing toward the horizon or the vast sea.
The blue color scheme also signifies quality and reinforces the airline’s affiliation with the Lufthansa Group. Discover Airlines is seamlessly integrated into the Group’s operations at the Frankfurt and Munich hubs, complementing the existing offerings in the expanding realm of private travel.
Bernd Bauer, the CEO of the Frankfurt-based leisure airline, elaborates,
“Within a remarkably short span of two years, we’ve successfully established our airline, recruited approximately 2,000 staff members, introduced 22 aircraft into service, and expanded our routes to over 60 destinations worldwide. Our ability to achieve profitability within just two years is a testament to the extraordinary dedication of our team. This same enthusiasm continues to propel us forward. We’ve now moved beyond the start-up phase and are focused on refining our identity and establishing a distinct presence in the realm of high-quality leisure travel. Our new brand identity reflects this commitment while reinforcing our association with the Lufthansa Group. Discover Airlines embodies qualities of excellence, joy, and convenience, as travelers choose us for their most cherished time of the year.”
Recognized Design
The recognizable design elements have been preserved in the new branding. The lowercase “discover” lettering featuring a dot, which has been a consistent part of the brand identity since its inception, will remain as the word mark.
However, it will now be accompanied by the word “Airlines.” The dot serves as a recurring design element and can be spotted on various parts of the aircraft, including the tail.
While the new design signifies independence, it also maintains a clear connection to the Lufthansa Group. This connection is evident through the inclusion of the phrase “Member of Lufthansa Group” on both sides of the fuselage. Additionally, a straight white line known as the “leading edge” visually extends the tail to the bottom of the fuselage.
Discover Airlines collaborated with the Hamburg-based agency Scholz & Friends for the development of their new brand identity.
New Website Rollout
The introduction of the first Airbus A320 sporting the new livery on September 5 signifies the commencement of the brand identity transition. On September 6, the airline’s digital presence will change, encompassing its website and social media channels.
In the ensuing days and weeks, signage at Frankfurt Airport and stations worldwide and various other items will be updated to reflect the new brand identity.
Adjustments to crew uniform accessories and elements of cabin furnishings will align with the new brand image starting in December. Disposable items will be fully utilized before reordering in the new design to prioritize sustainability.
In the coming months, aircraft that are either newly added to the fleet, have received only partial paintwork, or are scheduled for a routine livery update will undergo repainting to adopt the new branding.
Fleet and Destinations
In the upcoming year, Discover Airlines is set to expand its fleet to a total of 28 aircraft, incorporating five Airbus A320s and one Airbus A330.
Among these, five short-haul aircraft will be stationed in Munich and will operate approximately 60 flights per week to 23 leisure destinations during the summer of 2024.
Meanwhile, Frankfurt will serve as the base for ten Airbus A320s and 13 Airbus A330s, catering to 33 short- and medium-haul destinations along with 17 long-haul destinations. Additionally, Discover Airlines intends to reintroduce long-haul flights from Munich at the start of 2025.
Since its inception, Discover Airlines has welcomed over four million passengers aboard its flights. Through its seamless integration into the Lufthansa Group network and codeshare agreements with Air Canada (AC) and United Airlines (UA), Discover Airlines provides travelers with a wide range of options, end-to-end booking capabilities, and smooth connecting flights.
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