Sydney Airport unveils new branding via Frost*

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Sydney Airport unveils new branding via Frost*

Sydney Airport has launched a new direction and positioning for its brand with a vision to make Sydney proud every day, engaging Australian design agency Frost* to help reaffirm and communicate its position in an evolving tourism industry.

 

Sydney Airport is committed to innovation in travel and technology and to make the journey for customers more seamless. Frost* brings 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.

Sydney Airport is the gateway to Australia. An extension of Sydney, it’s a first impression, a lasting memory and all the human stories in between. Frost* repositioned the brand from Sydney Airport to Sydney’s Airport, to embrace what it enables – humanity, warmth, energy and optimism.

Frost* 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.

Says Ant Donovan, group creative director, Frost*: “Sydney is not one thing. It’s an international city, a cultural melting pot, an 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.”

The graded logo suggests luminescence and movement, while the large colour palette speaks to Sydney’s vibrancy and diversity.

Says Donovan: “We wanted to celebrate the brand’s offerings through the lens of Sydney’s unmistakable landscape. To conjure a sense of place and make Sydney proud.”

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.

Sydney Airport CEO Geoff Culbert said the airport’s Centenary offered the perfect timing to evolve the brand, moving away from a corporate look and feel to deliver a more contemporary vision that’s a better representation of where the airport is headed.

Says Culbert: “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 work from the team at Frost* and look forward to rolling it out across multiple touchpoints.”

Frost*collective
Group Creative Director: Ant Donovan
Designer: Chris Griffiths

Sydney Airport unveils new branding via Frost* Sydney Airport unveils new branding via Frost* Sydney Airport unveils new branding via Frost*