EUROPE & CIS: EADS revamps its brand image

European aerospace group and Airbus parent, EADS unveiled a new brand image recently, officially celebrating the tenth anniversary of its creation and unofficially dropping the remnants of its founding companies from France and Germany. "This brand renovation embodies exactly the spirit of Vision 2020, our strategy for EADS’ next ten years: Reinforce each of the […]


European aerospace group and Airbus parent, EADS unveiled a new brand image recently, officially celebrating the tenth anniversary of its creation and unofficially dropping the remnants of its founding companies from France and Germany.

"This brand renovation embodies exactly the spirit of Vision 2020, our strategy for EADS’ next ten years: Reinforce each of the four Divisions, give them the visibility they need to market their business and at the same time materialise the strength and unity of the Group," said Louis Gallois, CEO of EADS.

The decade long existence of EADS has been marked by Franco-German infighting and other internal politics and the logo’s redesign gets rid of the star and swooshing double-arrow inherited from EADS’s founders ¨C aerospace firms DASA of Germany and Aerospatiale- Matra of France, respectively.

Several other high-profile European companies have abandoned national connections over the years in order to appeal to global consumers or embark on foreign acquisitions, including Britain’s BAE Systems and France’s Thales.