SkyTeam begins global roll-out of new membership signage

The updated signage is the result of collaboration between SAAM and alliance members. The aim is to evolve our overall membership requirements for the SkyTeam brand.

It is hoped that the simpler membership signage will help to make it clearer to members’ customers that SkyTeam is one of the three major airline alliances, with a variety of members covering the entire globe. Where the old branding was in place, it sometimes caused confusion for customers who believed that their airline would be operating at a particular airport or counter just because they were included on the signage – even if that wasn’t actually the case.

It also removes the need to update signage in airports should a member decide to change their brand logo, or on the rare occasion that they leave SkyTeam altogether.

Recent surveys have shown that awareness of SkyTeam as an alliance of many global airlines has been achieved, and the updated signage should help to cement this awareness in the long-term.

The new signage is expected to be in place around the world by the end of 2019. However, we’ll still be utilising the co-branding at lounge entrances across our extended network, as it is a key part of the Membership Requirements to welcome all eligible customers of SkyTeam airlines.

Members can find more information in SkyTeam’s new brand manual, which is located on the brand portal.