SkyChefs has unveiled a refreshed brand identity, marking a new chapter in the airline catering company’s nearly 85-year history.
The rebrand sees the company drop the ‘LSG’ prefix and introduce a brighter, more contemporary visual identity designed to reflect both its heritage and future ambitions. The new branding is already being rolled out across the business, including on SkyChefs’ website, social media platforms, catering trucks, ground support equipment, signage and uniforms.
“For nearly 85 years, the SkyChefs name has carried its own meaning, credibility, and trust. This refreshed brand brings our promise to deliver, delight, and innovate front and center, while reflecting the pride we take in what we do and the people who make SkyChefs what it is,” said Erik Olund, Chief Executive Officer, SkyChefs.
“Through every era of flight, SkyChefs has played a defining role in aviation dining by supporting our airline partners, delivering millions of meals, and shaping how passengers experience travel. That history matters. It is the foundation of our credibility, our pride, and our responsibility as we move forward.
“This brand refresh is not about changing who we are. It is about expressing who we are with clarity, confidence, and purpose.”
The refreshed brand is built around three core promises that the company says define how it serves customers and supports its teams:
- Deliver – reflecting a focus on operational reliability and precision
- Delight – highlighting the importance of quality and memorable passenger experiences
- Differentiate – underscoring SkyChefs’ commitment to innovation and continuous improvement
The new visual identity introduces an updated colour palette inspired by classic American design and aviation heritage. According to the company, Heritage Red represents SkyChefs’ roots and endurance, Pride Red reflects confidence and optimism, Standard Blue symbolises precision and trust, while Clarity White is intended to convey openness and modernity.
SkyChefs has also updated its wordmark, with a simplified design intended to balance operational precision with warmth and hospitality.
“We’ve entered an exciting new era at SkyChefs, and we’re looking ahead with confidence,” said Olund. “While our brand has evolved, what defines us has not. We remain firmly rooted in our people – the heart of SkyChefs – in uncompromising standards grounded in safety, quality, and trust, and in the pride we take in what we do and who we serve.”
