Brussels Airlines has not even begun flying yet, but it has already learned that cultural preferences and superstitions can influence a company’s bottom line. The new airline, the result of a merger between SN Brussels and Virgin Express, has already had to change its logo. Because the emblem had only been painted onto one of its planes, the change won’t cost as much as it could have. Still, the episode points out the problems that can crop up when a business violates a cultural prejudice.

The original logo was composed of 13 balls that formed a stylized “b”, standing for the airline’s name. The number of balls that made up the letter were considered especially appropriate because they matched the number of African destinations for the airline. Africa is a key market for the new air carrier. But as soon as photos of the new logo circulated in public, the airline began to receive a flood of complaints, largely from the United States and Italy. In those countries triskaidekaphobia, the fear of the number thirteen, is especially prominent.

The airline could have changed the number of balls in the logo to either 12 or 14. In many buildings, there is no 13th floor, in deference to this phobia, and in many planes there is no 13th row of seats. Ultimately, the airline chose to increase the number of balls to 14. It was felt that the religious connotations of the number 12 among Christians - there were 12 apostles to Jesus - might also cause concern in some regions. It is a good thing that Brussels Airlines does not fly to China, however. In Chinese culture, the number 14 is considered as unlucky as 13 is in some Western cultures.

Tags: European Economy News //