This week I had the pleasure of seeing London Luton Airport’s new brand identity come to life.

Ico Design has launched a new brand identity for London Luton Airport, which aims to reposition itself as one of London’s leading airports and improve its public image ahead of a £100 million redevelopment programme.

The idea behind the revamp was to create a space in which travellers could relax and be entertained, rather than just somewhere to wait for a flight.

Even though the overhaul is in its early stages it is a major improvement on the airport’s previous brand identity, which was bland, dated and almost indistinguishable from some of its competitors.

Bright, Bold and Striking

The new brand identity includes a specially commissioned typeface and icon set designed by Atipo which is strikingly simple. The logo is based around a flexible, modular square which can be arranged horizontally, vertically or diagonally and filled with block colours, graphic patterns or photography.

The new design is already visible in parts of the airport and will be rolled out across the whole airport including signage, wayfinding, interiors and communications in the remodelled terminal once construction work is finished. The new brand identity will also eventually be applied to buses, banners and even staff uniforms, as well as a new website for London Luton Airport.

Overall, I’m really impressed by the airport’s new identity. Its fresh, bold, bright and non-airporty design really does catch your eye and bring a smile to your face. It brightens up what is usually a dull space.

Perhaps it’s the small size of the airport that has allowed for a more adventurous and less dry design but I do feel like it sets a precedent for how an airport can enliven the experience of flying for its travellers.

You can see for yourself some of the brand and retail work we have done here. If you want help revamping your brand identity or delivering a brand campaign then get in touch.

Jade Fenton

Junior Designer