Sydney Airport
Sydney Airport had a vision to make Sydney proud every day. It needed a new direction and positioning for its brand to help reaffirm and communicate its position in an evolving transport tourism industry. To reflect its commitment to innovation in travel and technology making the journey for customers more seamless.
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Sydney Airport
From guten tag to g’day
Sydney Airport had a vision to make Sydney proud every day. It needed a new direction and positioning for its brand to help reaffirm and communicate its place in an evolving transport tourism industry. Our new brand recognises the Airport as the gateway to Australia and an extension of Sydney. It’s a first impression, a lasting memory. With all the human stories in between, we repositioned the brand from Sydney Airport to Sydney’s Airport, to embrace what it enables – humanity, warmth, energy and optimism.
Future focused
Our new brand reflects Sydney Airport’s commitment to innovation in travel and technology making the journey for customers more seamless. We knew we needed to bring this focus to the fore, while channelling Sydney’s best qualities to instil an unmistakable sense of place, culture and perspective to its new visual identity.
Capturing a feeling
We modernised the existing airport code logo using bolder, more contemporary letter forms. Built around typography, the visual identity is brought to life using colour, pattern and natural photography that captures the spirit of Sydney and enhances the emotive response to the brand.
From guten tag to g’day
The messaging framework, ‘From want to need, from paddock to plate, from today to tomorrow’, communicates the breadth of airport services, such as tax-free shopping, food and parking, while the emotive tone of voice captures the joy of travel. The new brand moves away from a corporate look and feel to deliver a more contemporary vision that’s a better representation of where the airport is headed, just in time for its centenary.
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“Our brand has been very corporate in the past and our Centenary provided the ideal timing to re-set. We play a big role in the lives of Sydneysiders every day, so we’re focused on investing in the things that matter, and that includes our brand. The new look SYD is fresh, bright and much more approachable, helping us connect with customers in a more authentic way. We’re thrilled with the results and look forward to rolling it out across multiple touchpoints.”
Geoff Culbert, CEO, Sydney Airport
“Sydney is not one thing. It’s an international city, a cultural melting pot, and unmistakable landscape – it’s aglow with light and energy. Our ambition was to connect the world to that Sydney feeling – that transformation that happens, the emotions we feel and the experiences we enjoy and return to time and time again.”
Ant Donovan, Group Creative Director, Frost*collective
