London City Airport has updated its image with the launch of a new brand identity that seeks to position the airport firmly at the heart of London.
The literal approach sees the word London arranged in vivid typeface centred on the letter ‘O’, which also houses a heart motif in reference to the airport’s central location within the heart of the capital.
Deeper meaning is attributed to the choice of colours with blue representing the historic Royal Docks, close to the River Thames, and green representing parks and green spaces within the capital.
The bold new look was crafted by The Allotment who created a custom typography to create a clear and accessible style which would be readily recognisable by international audiences.
Neil Dillon, marketing director at London City Airport, commented: “The brand-new look is engaging and emotive, with design cues which 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.”
An outdoor advertising campaign produced by Cravens will promote the new brand identity with a series of site specific creatives.