Air France-klm Rebranding Plans Point to The Blue Group

Air France-KLM rebranding plans are drawing attention as the group considers changing its name to The Blue Group. The reported shift would tie the parent company to the blue color palette shared by Air France, KLM and Scandinavian Airlines-SAS.

The move comes as Air France-KLM prepares to add more brands, including a larger stake in SAS. Dutch media reports said group CEO Benjamin Smith favors the change, while other senior executives remain unconvinced.

Air France-KLM and SAS

Air France-KLM has already announced its intention to acquire a majority stake in SAS in the near future. As of May 2026, it owns 19.9% of SAS, and the company has linked the name discussion to the planned expansion of the group.

A spokesperson said that when the project to raise the stake in SAS to 60.5% was announced in July 2025, the question of the group name was already asked and answered. The spokesperson added: "When the project to raise the stake in SAS to 60.5% was announced in July 2025, the question of the Group name was already asked and answered. It is only logical to have that discussion, considering that we intend to add new brands to the Group. The current name only reflects our two historic brands. At this point no decision has been made."

Blue Group and expansion

The possible new name would give Air France-KLM a more neutral parent-company brand if it expands through further airline acquisitions. One possible route is TAP Air Portugal, which the Portuguese government has put up for sale in a process that also includes Lufthansa Group.

International Airlines Group already uses a parent brand that brings together British, Spanish and Irish airlines without tying the group name to one country. Air France-KLM’s decision on The Blue Group would follow the same basic logic if it moves ahead, but the spokesperson’s statement shows the company has not settled the issue.

Benjamin Smith and the decision

Benjamin Smith’s reported support gives the proposal internal weight, but the lack of consensus inside the group leaves the rebrand unresolved. For passengers and business partners, the immediate practical issue is whether the parent company’s identity changes before any further airline deal closes, or whether the current name stays in place while the acquisition plans move forward.