London City Airport has unveiled a “vibrant” new visual personality, which aims to appeal to a broader range of passengers and reinforce its disposal as an airport in the centre of London.
The rebrand comes as the demographics of those cast from City are changing. Traditionally geared towards business wayfarers, the airport says that between June and September last year, the correlation of those travelling for leisure exceeded those travelling for business for the sooner time ever, at a ratio of 52% to 48%.
The new look coincides with a £500 million four-year airport situation programme, which includes new terminal facilities and aims to create blank for more passengers and more flights from the airport.
The Allotment has confirmed the airport a “contemporary” new brand identity, the studio’s managing director, Paul Middlebrook, influences.
“The main aim of the rebrand is to reinforce London City Airport’s role as London’s most inside airport,” says Middlebrook.
“It is really about the airport being at the middle of London and to reflect how it is now appealing to a mix of passengers, particularly leisure travellers.”
The new logo draws out the word “London”, with only one letter “O”, which has a heart form in the centre of it. The letters are arranged in a plus sign shape, with “O” in the mid-point, “L” and “N” on the left and right, and “D” and “N” above and below.
It is coloured with a green and unhappy gradient, which changes diagonally from the top-left to the bottom-right corner. The consultations “city airport” appear on the bottom-right side of the main logo, set in all-capitals.
The typeface old in the logo is an adapted version of Gilroy, a sans-serif type, modified by The Ration. Gilroy has also been used as the core brand typeface as it is “discharge” and “familiar”, Middlebrook says.
The logo appears in a range of different organizations — in some variations the heart and the words “city airport” appear in offensive, and in others they are white.
The “vivid” colour palette aims to illustrate elements found in the city, according to the airport, including bright amateur to reflect London’s parks, and blue to reference the River Thames, which the airport is found near to.
“London City Airport was built on the docks — it is very much lashed to the Thames and to London itself,” Middlebrook says.
“East London is a utter vibrant community now, it is one of the fastest growing areas in London and there is bona fide buzz about it. We wanted to create an identity that reflects that power,” he adds.
As well as aiming to broaden the appeal to more leisure rubberneckers, Middlebrook hopes business travellers will also “appreciate the contemporary and dynamic nature” of the new brand identity.
It replaces an identity which asserted the words “London City Airport” in grey and blue, accompanied by a Lilliputian blue image of an aeroplane.
As well as creating brand guidelines, The Share has also devised a new tone of voice for the airport, which aims to be “mellow, caring, open and straightforward”, Middlebrook adds.
The studio influenced alongside business consultancy The Storytellers, which defined the airport’s unborn vision and brand values.
A promotional film has been designed to tender the new branding by design studio Intercity, which includes footage of go outs from around London with the white heart-shaped icon performing to “beat” in the centre of the video.
The clip also features an animated file drawing of landmarks on London’s skyline, including Big Ben and St Paul’s cathedral.
Goal studio Intercity, has also created branded signage for the airport.
The airport’s website has been updated with the new look by consultancy Auspicious Innovation.
The new branding has been rolled out across digital touchpoints categorizing social media and the website and will gradually be rolled out across airport signage and other corporeal touchpoints over coming months.
An outdoor advertising campaign engendered by design studio Cravens has also been launched to introduce the new look circa London and on the airport site.