Our Brand is not just a sign, a logo or a colour, nor the advertising we do; While these are elements of a brand, an actual brand – our Brand is something much bigger and more valuable. It’s the image and reputation of the entire company. It is the reason why people choose us. It represents our ambition, performance, culture, personality, products and services and the way these are delivered. It is the sum of all the experiences people have of us.
The Airbus Trademark (wordmark) is the core brand and the Airbus logo displays this as our unified corporate brand for all our worldwide Airbus activities and businesses. It represents the whole company’s brand identity both internally and externally, including its divisions or other subsidiaries worldwide. It is also our global employer brand.
The Airbus Brand, including all sub-brands, is a valuable asset that is key for providing a strong and resilient representation of our businesses’ success to our external stakeholders and employees.
We want our audiences to recognise and get to know our brand. That can only happen if our brand is clearly, consistently and coherently applied, wherever in the world. Our goal is to create a coherent, compelling and authentic brand story that our audiences can understand and believe in.
When you think about it that way, you can see that we all have a part to play in the success of our brand – our Airbus. It’s up to all of us to help it grow and become strong. Every interaction we have with people is an opportunity to build our brand. To layer our unique story around the technology we create. Doing this consistently over time will ensure our brand remains robust and well placed to grow stronger. And stronger brand value increases the financial value, profitability, and attractiveness of our company, both internally and externally.
At Airbus, we will do our best to build and strengthen our brand (and owned brands), brand awareness and brand recognition. We need to protect this brand identity. We need to safeguard consistency internally as well as externally and to maintain a clear, recognizable, unambiguous brand identity and hierarchy.
Further information about the brand governance and the use of the Airbus Brand can be found in the Airbus Brand Directive available for download.