Airport branding sucks.
There’s no getting around it. Here’s the airport logo design formula:
- Find a flat colour
- Add your initials in capital sans-serif typography
- Try and shoehorn a plane silhouette in there
- Maybe add some sunshine
- Get back inside your creative box
Job done.
I feel like I should just have a tattoo of this at this point:
“But remember… your brand isn’t just your logo.”
So in this post, we’re looking at airport branding that goes beyond the logo.
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We’re looking at the airport brands that people love.
So:
- Ready to see some airport branding that truly soars?
- Ready for a branding journey that truly takes off?
- Ready to jet-set your way towards inspiration?
Sorry, I got stuck on a carousel of horrible airport puns. Anyway…
Get ready to taxi down the runway of branding excellence.
Pass the air sickness bag.
Let’s explore some sky high examples of airport branding. (Sorry, last one!)
Heathrow Airport, London
Heathrow is the biggest airport in London, with about 1,300 combined take-offs and landings a day, according to its website.
With so many flights coming and going, security and trust are certainly at the forefront of the airport’s mind.
This approach was cemented during its rebranding by Chaos following the transition from BAA ownership. The refreshed branding aligns with Heathrow’s role as the UK’s global hub, using a dynamic yet understated visual identity.
The purple colour palette reflects this trust, as well as the clean and simple typeface. It suggests professionalism and security, which is really all we’re looking for from an airport.
It also suggests power, luxury, and is linked to royalty.
Combined with a clean, simple typeface, the branding signals authority and consistency without the need for bold or extravagant choices.
Heathrow can get away with these functional and practical choices because of its authority in the industry. The airport doesn’t need to make a bold statement with its branding.
They’re already a global leader.
A key feature of the rebrand was creating a cohesive brand hierarchy that simplified marketing communications across Heathrow’s diverse sub-brands. This strategic alignment helps the brand connect with a variety of audiences, from travellers to business partners and other key stakeholders, in a clear and effective manner.
Another authoritative element?
Heathrow’s website. It gets straight to the point. You’re instantly shown times of the arrivals, departures, and connections, and you can book parking as soon as you click on the site. It’s very much function over flair.
But it’s probably the only reason you’d need to visit an airport’s website, so finding out these important details first makes a lot of sense.
Logo design plays a large part in branding and Heathrow has opted for a simple and refined one, as opposed to a vibrant or eye-catching one. However, this doesn’t feel like a bad decision because it fits the rest of the brand perfectly.
The line that arches through the end of the word “Heathrow” resembles the track of a plane, hinting at the amount of travel that takes place there.
It’s simple, but effective.
Heathrow doesn’t need a disruptive brand identity, it’s not what the airport’s about.
Instead, it secures brand consistency as the entire airport’s branding is refined and conveys trust, security, and professionalism. Heathrow leaves it up to the passengers to bring the excitement.
SEA (Seattle-Tacoma International Airport), Seattle
In 2019, Seattle-Tacoma International Airport (SEA) unveiled a new identity that created waves and triggered contrasting opinions.
Working with Turnstyle, a creative agency based in Seattle and Portland, the airport showcased a new position, logo, and visual identity to keep up with the significant developments of the airport and the city of Seattle.
SEA’s Airport Managing Director Lance Lyttle discusses the rebrand, stating:
We want SEA to celebrate and represent the originality, diversity, and beauty of the Pacific Northwest as we go into a monumental year and decade. Our new brand identity and promise also stand up for our values and make a clear commitment to the kind of experience we intend to offer.
The new identity is big on the traveller experience. The airport wants to play a part in the significant memories that take place there. We’ve all seen Love Actually and can imagine the touching scenes of hellos and goodbyes.
Well, SEA wants to be there through them all.
The new logo design emphasises the 3 letters “SEA” with the “A”’’s curving crossbar there to resemble airline route maps and the arc of travel. This connects the airport to the passengers and emphasises the journey people take daily at SEA. Curved lines are evident throughout the branding, connecting closely to the journey motif.
We also can’t overlook SEA’s colour palette.
It’s certainly striking as it encapsulates the luscious forest green colour Seattle is so well-known for. The world associates Seattle with green, due to its green practices and the vibrant green forests surrounding the area. Known as the Emerald City, it seems appropriate to emphasise this in the airport’s branding.
However, a lot of people were unhappy with the airport’s new identity as “Tac” was dropped from the brand name. Since 1943, the airport was known as SEA-Tac, and a lot of people were offended by the change.
“It’s been called SeaTac for years if not decades. Why would they change the name?”
This was the thinking for a lot of people. However, SEA backed up its thinking by stating how much easier “SEA” is for international travellers.
Changi Airport, Singapore
Have you ever had a dream where you’re in an airport with a flowing waterfall, enhancing greenery, and digital screens showing dreamy underwater scenes?
Or were you just waiting for your flight at Changi Airport in Singapore?
This airport is all about the experience.
It takes branding to a whole new level with the digital and physical experience it provides. The Jewel Complex is the large, 40-meter waterfall that cascades casually in the middle of the airport and surrounded by green, lush gardens.
People genuinely plan a trip or layover in Singapore just to see it for themselves. And it’s no wonder, it looks incredible.
It feels like the airport of the future. An element that stands out is the “Terminal Guide” that shows you all the attractions at each one.
Yes you heard that right, every terminal has different attractions. With something for everyone, it’s hard to imagine someone catching a flight on time and not getting caught up in the Enchanted Garden in Terminal 2.
You can use the website to plan your Changi experience. By choosing from the large range of dining and retail options, it’s easy to plan your trip there. It also gives you information on the location and opening hours of every dining option. This is ideal.
There’s nothing worse than expecting a pre-flight meal and finding that nothing’s open.
Changi’s website states “Go Places You’ve Dreamed Of”, suggesting that it’s not only the airport of your dreams but that it can take you to those places too.
The airport’s branding also presents it as an industry leader when it comes to cutting-edge technology. From automated check-ins to boarding gates, it not only looks like the airport of the future, it feels like it too.
There is also the monorail, because every airport of the future needs a kick ass looking monorail system.
Hamad International, Doha
In Doha, Qatar, Hamad International is luxury branding exemplified. The website alone exudes prestige and class. Even being on it for 5 minutes, you can see how much effort’s gone into making the brand stand out.
Hamad’s logo relates the airport to its heritage, using Arabic writing to tie it back to its roots. This gives the airport an element of authenticity. The logo design itself is simple, consisting of red arrows creating a circle shape.
This simplicity lets the airport shine in other areas, and trust me, it does.
Like every industry, there is competition when it comes to being the “best airport” in the world. Upon first glance, you might think Changi Airport in Singapore deserves the title due to its extravagant features and futuristic appeal. Whilst this airport has won the title 12 years in a row, in April 2024, Hamad International took first place.
To win, an airport is judged on:
- Cleanliness
- Friendliness of the airport staff
- Ease of getting to and from the airport
- Terminal design
- Dining options
Hamad International is run by Qatar Airlines, which is already named the best of the best. So it’s no surprise that the standard remains on top.
And if you’re wondering what sets this airport apart so much it’s probably just the Orchard, a 6,000-square-meter indoor tropical garden with 65 retail and dining venues. No big deal. Of course, there are water features. And of course, the airport can now accommodate over 30 million passengers.
While there might be an understated logo at the core of the brand, the luxurious consistency, air of prestige, and innovative atmosphere set the airport apart.
Orlando International Airport, Florida
When looking at Orlando International Airport, we’re specifically focusing on Terminal C. If you’ve got TikTok, you’ll know the “Come and spend the day with me” videos. Plenty of TikTokers all over the world take videos to show the cool and interesting features of Terminal C at the Airport.
People genuinely book trips with the hope that they’ll be able to visit the viral Terminal C and post it on social media themselves. They pray that they’ll be able to post a picture or video of their own.
Terminal C has become a viral hit. These days, we know how beneficial this can be for a brand.
And this virality is what makes people want to visit the terminal for themselves.
Terminal C manages to find the perfect combination of entertainment, and sophistication. The design is a large part of the branding, as it uses bright colours and fun shapes to encapsulate Florida’s fun and strengthen the brand narrative.
In the last month, the airport redesigned its logo.
It now has yellow and orange stripes that look like half of a sun coming up from behind the word “Orlando” and a plane taking off from the “O”. The new logo is effective and a lot more exciting than the previous one. The addition of colour gives it more of a laid back and enjoyable feel.
The logo and fun of Terminal C continue the brand’s narrative of an enjoyable experience at the airport. Working hand-in-hand, the branding certainly gives off the impression that the airport is a welcoming place to spend your time.
But what can you expect from Terminal C? What’s the big deal? There are plenty of places to eat, and it’s very close to Disney and theme park attractions. Interactive screens in the terminal are constantly changing, offering an engaging experience for anyone passing by.
It creates a sense of magic, wonderment, and amazement. Before you’ve even left to go on holiday, you already feel like you’re in a place of wonder and excitement.
For travellers visiting Florida for the first time, it’ll feel like they’ve stepped into a new world where everything is large-scale and cool.
The screens are dynamic and changing all the time, from welcoming people to showing enchanting scenes, they set the tone. Say goodbye to white walls and boring airport halls. And say hello to underwater scenes and an immersive, and interactive experience.
It all adds to the overall sense of fun and the brand’s ethos of a stress-free and enjoyable travel experience.
Dubai International Airport
As the home of Emirates, would you expect anything less than luxury from Dubai airport?
Nope!
Dubai International Airport is the pinnacle of sophistication, innovation, and prestige.
Dubai as a city is nothing short of spectacular. It’s a major metropolitan city. You only need to see its city branding to see why it stands out so much.
Imagine a massive shopping complex. But with the added buzz of business trips, family fun, and holidays of a lifetime.
I didn’t realise how big it was, so I was quite happy having my Starbucks at 3am (as you do!) and then thought I’d find my gate with 30 mins to go.
Didn’t realise I’d need to catch a cross airport train to the gate. When I got there, I got drugs tested by a very unfriendly looking person.
Heart rate through the roof.
Being home and central hub to Emirates, it makes sense that the airport itself is huge and reflects the lavish and affluent reputation the airline is so well-known for. Emirates is one of the most luxurious airlines in the world. Traveller’s comfort is at the forefront of everything, and the airport adopts this similar commitment.
From Zen Gardens to having a nap in a “Sleep’n-fly” pod, there’s no stress allowed here.
The lush green spaces and high ceilings create an open, modern, and clean environment where you can sit back and relax.
The second travellers land, they’re immersed in a world where their relaxation is the most valued element. A standout element is the subtlety of the airport and the power that comes with this. Rather than being in your face, loud, and vibrant, Dubai Airport’s branding is refined and minimal. It speaks for itself.
And it speaks volumes.
This airport connects Europe and Africa, so it handles about 1,200 flights a day and is one of the busiest airports in the world. This isn’t a small airport that fades into the background. Seeing the inside of the airport reinforces this.
To showcase just how interesting the airport is, there are even articles that exist online that tell readers the “best x things to do in Dubai Airport”. Having explored some of them, it’s clear that you get more than just a cup of tea here. It’s all about the luxury.
Barra Airport, Scotland
In Scotland, Barra Airport is an airport that lands planes straight onto the beach.
Scotland isn’t always the warmest place, so this isn’t something you’d necessarily expect.
However, it makes a statement and proves that you don’t need to create branding or a location immersed in luxury to make an impression.
The airport is tiny and you can only use it to travel to and from Glasgow. It’s the only airport on the island and, as a result, it does what it says on the tin. There’s no need for fancy logos or brand designs here. What you see is what you get.
Landing on the beach is a great point of differentiation. It may not be the Maldives, but a beach is a beach I suppose.
Comparing Barra Airport to the others mentioned above, there is a clear difference. The airport’s branding isn’t full of fancy logos and designs, and the website really focuses on the history of the airport and the connection it has to the place.
The main attraction of this airport is the famous runway that leaves you feeling like a celebrity as you make your way off the beach. The branding is less about looks and design, and more about the authenticity of the airport’s identity and the feeling you get.
The website, despite the airport’s simplicity, is chaotic and difficult to navigate.
However:
There is a lot of interesting information on there that explores the history of the airport. Adding a trustworthy touch to the branding helps the airport establish its identity and narrative that connects it to its roots.
You get to land in a tiny plane on a beach, so we can forgive their dodgy website experience!
Newcastle Airport
It’s time to explore Newcastle Airport’s branding. It would be rude not to.
The best thing about Newcastle Airport is that it’s not in Sunderland.
Let’s move on to the next airport.
Only joking!
The airport recently picked up a pretty impressive award. No big deal, just the best airport in the world award at the World Routes Conference in Bahrain. Newcastle managed to take home the prize of the overall winner.
It’s the first time a UK airport has ever won this award. And of course it’s Newcastle!
According to Graeme Ferguson, Head of Airports at InfraBridge:
This recognition is a testament to the Airport’s long-term, sustainable strategy, driving both operational excellence and enhancing the customer experience for airline partners and passengers alike.
Winning for “its operational excellence, route development, strong relationships with airlines and for its expertise in marketing airline products and services in an innovative way”, it’s showing its commitment to quality.
Newcastle Airport has a very prominent yellow and purple colour palette, which work well together. These colours together sound chaotic, but they compliment each other well without being overwhelming.
The yellow adds the fun and excitement that comes with travelling. The purple establishes power and trust. Together, they create a strong visual identity that’s distinctive and instantly recognisable.
The logo itself is very fun and not what you’d expect. It creates the sense of approachability that Newcastle is so well known for and the geometric shape gives it a tech-forward sense.
Furthermore, the modern sans-serif typeface is simple and clean, making for an easy and no-nonsense read.
As soon as you get to the airport’s website, you’re faced with the different destination options it provides. This positions the airport as one that is full of life and excitement. Suggesting places “you may like” adds a personal touch to the website, and gives the airport the stance of wanting to make sure you enjoy your travel experience.
Lukla Airport, Nepal
If you have a fear of flying, avoid Lukla Airport.
It has the reputation of being the “most dangerous in the world”.
You can count me out.
Lukla Airport in Nepal has a small runway and acts as the gateway to the Everest region where hikers and brave people begin their journey. Surely an airport like this won’t affect people who are voluntarily opting to climb Mount Everest.
The airport is high up in the Himalayas and the brand is built on the concept of thrill and danger. Not really what I’m looking for from an airport, but each to their own.
The spectacular views speak for themselves. The airport’s identity is powerful in that its minimalistic approach lets the surroundings do the talking. There are no frills or luxurious designs. For climbers, it’s the start of a life-changing journey. For thrill-seekers, it’s an adrenaline-filled rush before they’ve even reached the ground.
Their brand is essentially all “horror stories” and user generated content, yet it feels extremely powerful. The airport operates in such strong geographical constraints, hence the short runway, and the flights often continue to take place despite the weather.
Mountain winds causing turbulence sounds like a nightmare.
However, the ruggedness of the airport’s identity is what sets it apart. Based in such a unique location, it stands out. Furthermore, it has a highly powerful brand perception that’s strengthened by the strong narrative surrounding it.
Interestingly, the airport focuses more on telling a story through its branding. It’s less about the visuals, and more about how you feel when you’re there.
If you’re feeling brave, give it a go. If you have even the slightest fear of flying, I’d give it a miss.
Zurich Airport, Switzerland
When it comes to nation branding, Switzerland is all about luxury and precision.
Zurich airport is no different.
The branding exemplifies Swiss understated elegance and sophisticated aesthetic. You can tell just by the website and the white colour palette that the overall branding aim is clean lines and modernity, and offering travellers a stress-free and efficient experience.
The minimal aesthetic is clear on the website and there’s so much white space. It’s not chaotic or manic. Instead, it radiates peace and ease, which is generally all people need when it comes to flying.
You can’t picture yourself running through hordes of people red faced to catch your flight with 2 minutes to spare. Instead, a cool iced coffee springs to mind and a casual stroll towards your gate 30 minutes early.
I’ve not been to Zurich Airport yet, however having been to Geneva Airport I can safely say the Swiss airport experience is the best I’ve ever had. No queues. Absolutely immaculate. Just absolutely perfect in terms of efficiency and cleanliness.
If this is anything to go off, I can only imagine how incredible Zurich Airport is.
Furthermore, the logo couldn’t be more simple. It encapsulates the same simple and sleek aesthetic. With a white background and black writing, it gets the job done. For any other company, this has the potential to be dull. However, Zurich Airport can pull it off because of the vibe it’s striving for.
Using the Helvetica font, a famous Swiss typeface designed by Max Miedinger in 1957, the airport encapsulates a truly Swiss feel.
By using this font, the airport connects itself with Swiss heritage, reinforcing a sense of Swiss luxury and precision. Switzerland as a nation has a strong identity, being known for high quality and prestige.
The typeface looks professional, clean, and reinforces the element of quality that the nation, and airport, showcases.
One of the standout features of the airport’s branding is the option of letting passengers go behind the scenes and see how everything works. Groups of passengers can book tours to see how everything in the airport runs and functions.
You get a glimpse into the operations of the airport, which reinforces trust and transparency.
The airport also offers an array of high-end dining experiences.
On their website, underneath every option of luxury and quality places to eat, there’s a note that states who can enjoy the food. For example, it says “Passenger Area” or “Public Area”, allowing people to plan their journey. This adds to the smooth and streamlined experience the airport offers both travellers and visitors alike.
Zurich Airport shows that branding doesn’t need to be over the top and in your face to make an impact. It can be refined, subtle, and just as effective when making a strong impression.
Koh Samui Airport, Thailand
If you’re whisking yourself away to a tropical paradise, it only makes sense to have an airport that reflects this. We all know and love that feeling of stepping off a plane and getting hit in the face with warm air with no breeze. Imagine that, but add beach huts and incredible views.
Koh Samui Airport’s design flips the typical look of an airport on its head. Forget a corporate, sleek, and modern looking airport. And enter a tropical paradise full of beach huts in the open-air oasis.
Imagine thatched roofs and open structures, and of course, the relaxed feel that comes with island life. Calling itself, “The Most Beautiful Airport in the World”, it’s clear that there’s a lot of emphasis on the aesthetic.
The gate transfer bus is exactly what you’d expect.
It’s open and looks more like a golf buggy taking you to your hotel room than that annoying transfer bus that extends your travel time.
The logo features a palm tree, sand, and a beach hut made that looks like it’s made from a shell. It screams tropical. And it transports you straight to a holiday destination.
The colour palette is equally tropical, using green and blue to reflect a tropical paradise. It aligns with the feeling travellers hope to feel upon their arrival, and the actual look of the airport only strengthens this.
The airport is a hit on social media, with people posting about bean bags to relax on and a big swing to enjoy. I can’t imagine a better place to wait for a flight. Furthermore, the lack of visual and commercial advertising speaks volumes as it creates the sense of a more authentic and traditional Thai airport experience.
As a result, you don’t expect the airport to be anything less than a sense of escape where beauty and serenity rule.
This is another example of the brand focusing on storytelling as opposed to visuals and letting the location do the talking.
The Brands Behind Boarding Passes: Airport Branding Explored
At Canny, we always say that branding is more than just your logo design.
When it comes to airports, branding plays a vital part in the passenger experience and shapes a global reputation.
Similarly to place branding, every airport is aiming to create a specific impression. Just like a company’s brand, effective airport branding can secure a tone of voice, a brand message, and overall identity.
We live in a world where social media plays a massive part in branding and it’s an excellent way of free advertising. Experiences are always shared online and people can’t resist taking a picture of video if an airport particularly stands out.
Because of this, the stakes are high.
In the race to stand out, great airport branding can make those dreaded delays or long layovers memorable.
The more airports prioritise travellers in everything they do, the more enjoyable the airport experience will be for all.