Austrian Airlines has introduced a new brand identity ahead of its 70th anniversary in 2027, launching on May 18, 2026. This new brand identity includes a refreshed logo, cabin design updates, and a new marketing campaign. The move comes as part of an effort to modernise the airline’s image and differentiate itself in a competitive European market.
New Branding: ‘Austrian Touch’
The rebrand centres on a platform called “Feels like Flying”, which Austrian Airlines describes as part of its broader “Austrian Touch” brand identity. The updated branding will gradually appear across lounges, cabin interiors, uniforms, and onboard services.
Senior Director of Brand and Communication, Ingrid Gogl, said the airline wants flights to represent more than transportation:
“Every flight marks the beginning of a personal story – a reunion, an adventure, or a new chapter in life,”
Campaign Includes Passenger Stories
The rebrand is supported by a nationwide advertising campaign that launched on May 18 across television, digital platforms, social media, outdoor advertising, and the Vienna International Airport (VIE). At the centre of the campaign is “Austrian Original Stories”, which features passengers and employees sharing travel experiences.
The campaign includes, among others, the true story of a young girl flying alone with the airline for the first time, depicting her interactions with airline staff during the journey. The campaign was created with Jung von Matt DONAU, produced by PPM Next Film GmbH, and media planning was handled by WPP Mindshare.
Design Updates Reflect Modernisation Efforts
The airline has introduced updated cabin designs, new graphic elements, and a corporate typeface called “Austrian Sans”. These features will appear on amenity kits, premium check-in areas, and future onboard products.
According to the airline, the updated branding will be implemented gradually across customer-facing services and physical spaces.
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