Brisbane Airport Brand Transformation

Brisbane Airport Brand Transformation: “Connect the World, Create the Future.”

At Traffic Brand Agency, we were honoured to collaborate with Brisbane Airport in redefining its brand identity as it celebrates a centenary of aviation excellence. This milestone presented an opportunity to craft a visual language that not only pays homage to the airport’s rich heritage but also encapsulates its dynamic trajectory into the future.​

Breaking Free from Convention

Departing from the traditional square identity lockup, we embraced a design that symbolises liberation and exploration. The new brandmark retains the iconic jet stream imagery, now reimagined as flowing ribbons that convey a greater sense of motion and freedom. These ribbons gracefully form the shape of a ‘B’, reflecting both the airport’s name and its commitment to continuous movement and progress. The colours transition from green to blue, mirroring the journey from land to sea to sky, encapsulating the essence of flight.​

Inspired by Nature and Flight

Drawing inspiration from the osprey in flight, known for its agility and vision, the brandmark embodies the qualities of grace and forward momentum. The ribbon-like shapes extend beyond the logo, forming a cohesive visual language that mirrors the diverse experiences within the airport.​

A Dynamic and Evolving Identity

Understanding that the airport is a space of constant movement, the new brand identity is designed to be dynamic and adaptable. Our design system draws inspiration from the dynamic shapes of the airport apron, creating containers for essential information. This approach captures a sense of freedom and progress, while staying true to the airport’s heritage and vision of connecting to the world and creating the future.​

Aligning with Core Values

The refreshed brand encapsulates Brisbane Airport’s personality traits: inspiring, diligent, welcoming, and curious. It also reflects their foundational values of care, collaboration, communication, and courage. The brand pillars—community-centred champions, steadfast guardians, impassioned connectors, and big picture activators—are exemplified in the new identity, aligning with the airport’s significant investments and future aspirations.​

Looking Ahead

This brand evolution is more than a visual update; it’s a reaffirmation of Brisbane Airport’s mission to “Connect the World, Create the Future.” By aligning the identity with their strategic vision, we aim to resonate more deeply with passengers, partners, and the broader community, ensuring that Brisbane Airport stands as a beacon of innovation, connectivity, and excellence.