In 2018, Austrian Airlines began its collaboration with the Viennese branding agency Brainds. The shared objective was to make the"Austrian Airlines" brand more modern and fit for the digital future. A slight adjustment of the logo was the focal point of the conceptual work and implementation. Both core elements of the brand image i.e. the arrow and the word mark"Austrian" were modernized. The retention of the brand values of individuality, competence and Austrianess were particularly important to Austrian Airlines. The fact that the brand relaunch was successful on all levels has now also been confirmed by the Red Dot Award being granted to the rebranding project. The Red Dot Award is among the world's most renowned design prizes, and honors outstanding work in the fields of brand and communications design, product design and design concepts.

This success was only possible as a team. Brainds and Austrian Airlines worked closely together in redesigning the brand, which is now being gradually rolled out in all communications channels. A new digital signage and adaptation of the boarding pass followed the overhaul of the logo and the rebranding of the aircraft. The relaunch of the Austrian Airlines Website and a modernized employer branding are currently being carried out.

"We are pleased that we have succeeded in modernizing the brand experience of Austrian Airlines digitally and analogically. We are particularly proud to receive the Red Dot Award granted in recognition of the project. Our sincere thanks to Brainds for this successful implementation", said Isabella Reichl, Head of Brand Management & Marketing at Austrian Airlines, commenting on the creative partnership with Brainds.

Christian Binder, Managing Partner Brainds with responsibility for design within the context of the relaunching project, stated:"Naturally it is great pleasure for us to be able to design such a wonderful brand and then to be given such a prestigious award,"

"The new brand identity of Austrian Airlines is a prime example of what we at Brainds call intelligent branding, namely a clear and logical 360-degree design system for all digital and analogue touchpoints, brought to life by emotional storytelling and high-quality design", added Oliver Heiss, Managing Partner Brainds, who developed the strategic focus of the relaunching project.

Contributed by Austrian Airlines