Sabena
The Belgian aviation maintenance company Sabena Aerospace is starting a strategic evolution and becomes Sabena Engineering. A change of course that clarifies the company's specific business characteristics and affirms its willingness to accompany the Belgian and international aerospace sector in its transformation. This transformation marks Sabena's entry into a new era, where technical expertise, engineering and vision for the future are more accurately expressed.
Challenge
Two major issues arose. On the one hand, the name Sabena Aerospace no longer fully reflected the reality and scope of the company's expertise in the area of MRO (Maintenance, Repair and Operations). On the other hand, the existing graphic codes created confusion with the real business. The challenge was therefore to find the right balance between exceptional heritage and vision of the future, between trade and raison d'être.
Solution
With a unique and inimitable brand capital, the project relied on the historic Sabena brand as an identity base. The change of name to Sabena Engineering lays the foundations for a more precise and engaging positioning, reinforced by the signature "Keep on flying, we take care". This evolution has enabled us to build a new visual identity that is faithful to historical codes, while enriching them with contemporary elements, closer to the business realities and future ambitions of the company.
A universal symbol
The new logo builds on Sabena's historical typography and introduces a strong symbol: the Universal V, it evokes quality, work well done and success. It becomes a sign of rallying for a community of women and men passionate about their profession, embodying demand and collective commitment.
A name for the trade
The transition from Aerospace to Engineering reflects a strong strategic repositioning. This new name reveals more precisely the company's skills and its central role in aviation maintenance and engineering. It also allows to install Sabena Engineering as a trusted partner, engaged alongside its customers.
Between history and the future
Visual identity adopts graphic codes reflecting technical know-how and precision engineering. The colour palette capitalises on the historical blue, accompanied by a bright green, symbol of a renewed vision and a strong will to help reduce the ecological footprint of the sector.
