A New Brand Identity for Spanish Airports
June 15, 2011 ‐ 3 comments

With little fanfare and without so much as a web page explaining what’s going on, Aeropuertos Españoles y Navegacion Aerea (its friends call it Aena) has launched aena aeropuertos – a new organization with a new identity that millions of travelers a year will be exposed to. It’s blue, it’s burgundy, it’s swooshy and it’s gradient-y, but does it matter?

 

 

Yes, it does.

Airports compete for funds, for planning permissions for business from airlines and sometimes (among hardened road warriors) for business from consumers losartan potassium. The airport is also the first thing someone flying in to a destination experiences about it. An airport’s brand has an impact on its ability to persuade, its ability to compete and even on the destination brand of the city in which it is located. So how will this new airport identity affect the brand of Spain and its cities?

We think it will have a mild but positive effect.

Yes it’s safe, but there’s nothing wrong with avoiding risks when you’re at an airport. Yes it’s got an expiration date, but to today’s mass market, swooshes and gradients are still shorthand for technology and modernity. No, we don’t know exactly what the graphic is meant to represent, but people who see it aren’t going to pay that much attention to it. They’ll see blue: a nice trustworthy color; curves: a smooth visual experience; and digitally-created gradients: something vaguely tech-y.

Actually, we think that the type is the most successful aspect of this system. It isn’t new, but it is friendly, contemporary and accessible – characteristics that not just airports but any major piece of infrastructure could stand to be associated with.

And hey – at least The Brand Union didn’t include a flamenco dancer in the mark.

For reference, here’s Aena’s previous airport logo, which remains the parent company’s corporate identity:

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3 Comments >>
BrandCultureTalk
3
June 16, 2011 12:42 pm
Thanks for visiting Tony. Actually, airports in Spain all previously used the Aena brand, with just the words changing for each one. Same bug, same colors and same typefaces. Now (at least in Barcelona and Reus), they all use the aena aeropuertos identity - again, with just the words changing according to the name of the specific airport.
Tony Spaeth
2
June 16, 2011 10:39 am
Each airport, I would guess, retains its own identity, so I'm not sure who will see this new sub-brand/parent brand, or why. But if Grupo Aena were preparing to spin out Aena Aeropuertos as a freestanding company, then giving it a more independent visual brand would make more sense. Note the modesty of the name "aena" in the new logo, and how easily it could be replaced with a new name.
Rob
1
June 15, 2011 4:35 pm
Look no further than Singapore's Changi airport for evidence of how hard a nice airport (including a butterfly garden and free movie theater) can work for a country. I think those swooshes probably represent planes landing and taking off (looks like wake off a tailfin), but if so the downward-pointing swooshes are a little disconcerting.
 
 

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