London City Airport has revealed a bold new brand identity that aims to reflect a more dynamic, vibrant and contemporary look, synonymous with modern London. The transformed design, which utilizes vivid colors, creative layout and a heart motif, reinforces London City’s role as London’s most central airport that is “at the heart of the city and an airport which many passengers love to use”, according to the airport.
The step-change comes as London City continues to grow and appeal to a changing mix of passengers, particularly leisure travelers and East Londoners, joining the established business traveler base. The vivid blue color used in the logo represents the unique location of London City Airport, right in the heart of London’s historic Royal Docks in Newham and close to the River Thames, while the vivid green represents the many parks and green spaces in London. The use of bright colors confirms a real departure from the conservative gray and blue combination, which the new brand replaces. The new identity comes during a £500m (US$650m) four-year development program, which will transform the airport and make the experience of traveling to and from London even better.
Robert Sinclair, CEO of London City Airport, said, “With our development program now underway, we have an amazing opportunity to develop an airport experience that truly reflects modern London. Along with the design of our new airport, this new brand identity will help us reflect everything that is great about London, celebrate its preeminent position as a truly international city, broaden our appeal to different types of passengers, and make the experience of London even better for those visiting the capital, for business or leisure.”
Neil Dillon, marketing director at London City Airport, added, “The brand-new look is engaging and emotive, with design cues that reflect our location, our role in London, and our evolving customer base. The new design is much more fitting for our 21st century airport in the world’s greatest city and this sentiment has resonated in our research with existing and new customers. From a design perspective, the new branding is agile and has huge creative potential for interaction with different mediums and spaces, both now and in our future terminal building.”
Click here to watch a video showcasing the new branding, designed by London-based brand and design agency The Allotment.