While showing a symbolic link to the past, the new name reflects the new values and characteristics the company commits to build upon. The implementation of the new brand will be done gradually. It will happen in parallel with the launching of new services and product approaches.
. .The choice of the name is a result of a working group that analyzed more than 50 proposals. The final choice is based on a proposal from Pentagone, in cooperation with Minale Design Strategy. The new name reflects two main purposes: . .To maintain a symbolic link with the past: The ex-Sabena logo, i.e. the “S” on the tail of the plane, remains, as well as the use of the “SN” code which was the Sabena/DAT carrier code (= identification code of an airline used in all airline transactions, e.g.: airports, reservations systems, travel agencies, ticketing, …) . .To be oriented towards the future and innovation.
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