On September 5, 2023, the holiday airline Eurowings Discover presented its new brand identity as “Discover Airlines” in Frankfurt am Main. This breaks away from the Eurowings brand, which has caused confusion and confusion in the past.
That is now changing, because in future you will appear as Discover Airlines. The lettering uses an existing Lufthansa font, but the holiday airline should still appear as a separate brand. A new livery was presented as part of the presentation of the new brand. According to company boss Bernd Bauer, the new logo and the new corporate identity should convey lightness and joy. Internally, the concept is called Skylines. With this one also wants to remind of vacations and the beach.
Incidentally, the "dot" should only appear on the aircraft, because the addition "Airlines" is omitted on the machines. Bauer explains this by saying that the name appears on an airplane and it would be clear anyway that you are an airline. Below the empennage appears a leading edge, which is strongly based on that of the parent company Lufthansa. Incidentally, the “Lufthansa” Group lettering is particularly large on the rear, according to the Discover boss.
New brand should emphasize independence
In general, Bauer hopes that the confusion with Eurowings will be eliminated with the now independent brand identity. The product would be very similar to that of Lufthansa, which also affects the use of the reservation system. Each Discover flight also has a Crane codeshare flight number. There will also be adjustments to the menus served on board in the near future.
The cabins will be adapted to the new design from December 2023. In the coming days and weeks, the check-in counters and airport areas will also be adjusted. From December 1, 2023, the staff will also be wearing new uniforms. The machines are gradually being repainted. Bauer assumes that around 13 machines will be adapted in the next few months. The first aircraft in the new livery arrived in Frankfurt am Main around noon on Tuesday. This was first repainted on the outside, with the work being carried out in Bratislava. The cabin is still unchanged, because this work is due from December 2023. Regarding the order of the paint changes, Bauer said that the whitetails will be given the new color scheme first.
Crews get new uniforms
The uniforms were also slightly adjusted. During the presentation, a flight attendant said that he and his colleagues are proud that the airline now has a truly independent identity. However, the changes to the uniform are not that extensive. It's more of a light modernization.
According to Bernd Bauer, what is now Discover Airlines employs around 2.000 people and has a fleet of 22 aircraft. With 12 long-haul aircraft, it is the third largest long-haul operator within the Lufthansa Group, ahead of Austrian Airlines and Brussels Airlines.
Six additional planes and comeback in Munich
In the coming year, the fleet is to be expanded by another long-haul aircraft and five medium-haul jets. A total of 28 machines will then be operated. In the future, they want to be present again in Munich, with five aircraft stationed there. It is currently planned that around 20 destinations will be offered. Initially, it will be short and medium-haul routes. At a later date, probably in early 2025, a long-haul aircraft will also be stationed at the Bavarian airport.
Asked about the origin of the additional aircraft, Bauer said that they will come from Lufthansa stocks. It will initially be Ceo models that, according to the Discover boss, will continue to fly for some time. A possible conversion to Neos would only be possible in a later step. On long-haul routes, the A330-200 will initially be replaced by the A330-300. Additional ultra-long-haul aircraft are not an issue in the short term, but Bauer does not want to rule this out in the future, because destinations in Southeast Asia, for example, could not be reached with the current fleet. However, the manager did not become more specific.
Those machines that are to be fleeted in the coming year are to be fleeted in step by step. The start will be made by the additional long-haul aircraft, followed by the five Airbus A320s. When asked how Eurowings, Discover and Edelweiss differed, Bauer said that they were concentrating on the Lufthansa hubs in Munich and Frankfurt and were cooperating extensively with Lufthansa. In this respect, Edelweiss, which works closely with Swiss in Zurich, would be a role model. There would be no overlaps with Eurowings. The Discover boss also takes the view that he doesn't think long-haul routes work without feeder flights.