Ahead of its 70th anniversary in 2027, Austria’s national carrier is unveiling its refreshed brand identity, marking the next step in the evolution of the brand. At the heart of this transformation are the new brand platform, “Feels like Flying,” and the newly developed “Austrian Touch” design strategy.
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While many competitors primarily communicate through scale or price, Austrian Airlines is deliberately positioning itself around what guests truly feel: human connection, ease, warmth, and genuine Austrian hospitality. The airline’s ambition is to become the global benchmark for appreciative and relaxed travel experiences.
“Flying is far more than simply getting from A to B. Every flight marks the beginning of a personal story – a reunion, an adventure, or a new chapter in life. These are exactly the emotions we want our guests to experience even more strongly in the future,” says Ingrid Gogl, Senior Director Brand & Communication at Austrian Airlines.
With “Feels like Flying,” Austrian Airlines is creating an emotional framework for its entire brand communication. The platform represents the sense of ease and appreciation guests are intended to experience throughout the entire customer journey – from the very first booking click to arrival at their destination.
Rather than signaling a radical restart, the new positioning represents a consistent evolution of the brand with a clear ambition: to establish Austrian Airlines as an international “love brand.” After all, genuine brand loyalty is created where attitude, experience, and communication come together authentically.
New design concept
At the same time, Austrian Airlines will gradually introduce its new “Austrian Touch” design strategy over the coming months leading up to the airline’s 70th anniversary next year. The concept will form the creative foundation for all brand experiences moving forward – from lounges and cabin interiors to new uniforms and onboard service elements.
The evolved design language combines Austrian Airlines’ iconic red with additional accents such as deep burgundy and vibrant rosé tones, creating a modern and emotional brand world. Distinctive “hand-drawn lines,” inspired by airflow patterns, will serve as a recognizable design feature across numerous touchpoints, including new amenity kits and the premium check-in area. A newly developed corporate typeface, “Austrian Sans,” will also become part of the refreshed visual identity.
Austrian original stories
The national 360° brand campaign launched on May 18th and includes TV, digital video, social media, out-of-home, digital out-of-home, numerous owned media channels, and activations at Vienna International Airport.
“For the campaign launch, we are deliberately focusing on emotional storytelling. Our ‘Austrian Original Stories’ tell real stories from guests and employees – stories about special encounters, small gestures, and touching moments of travel,” explains Lisa Trillsam, Head of Brand Strategy & Design.
The launch film “OS 001” tells the story of a young girl flying alone with Austrian Airlines for the first time – accompanied by her favorite toy and many caring moments throughout her journey. The story is based on a real experience and marks the beginning of many more “Austrian Original Stories” to come.