New brand identity and brand communications created for Heathrow Express as it enters a 'New Era'
A new brand identity for Heathrow Express has been designed by Designhouse, as owner BAA aims to increase comfort and innovation within the London airport. Designhouse was initially briefed to update the internal brand and communications, but this brief was escalated following customer research commissioned by TMI which found a gap between the airport’s brand values and the customer experience. Further customer and internal research on the value of the brand identity was then commissioned for Designhouse to carry out, leading to a brief which asked the agency to restore pride to the brand and re-energise the brand values as being “premium”, “confident” and “contemporary”. Internally this will be addressed through the introduction of new uniforms, value training, an enhanced working environment and the adaptation of technology internally, with the campaign being named ‘New Era’. The existing Heathrow Express logo has been modified slightly while a new palette of colours has also been introduced.