The American Marketing Association defines branding as a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. A brand shapes the idea or image that consumers have in mind when thinking of a specific company or product, both emotionally and practically. Products can easily be copied, but branding often sets products apart.
In the US, two airports that recently redesigned their logos are San Francisco International Airport (SFO) and Orlando International Airport (MCO) . The design is part of the airport’s multi-year strategic plan. Passenger experience is crucial Hannah Powlesland, General Manager of Start Design, led the branding creation for Doha Hamad International Airport (DOH) when it replaced Doha International Airport.
According to Powlesland, passenger experiences are as important as airport brands. In a conversation with Airport Technology several years ago, Powlesland said that airports concentrating on the environment would see higher positive brand recognition. At the time, Start Design had been tasked with creating a new brand for a new airport in a city where people were used to going elsewhere.
With Hamad International Airport being brand new, passengers needed a reason, or several, to fly there instead of choosing other airports in the region. Start Design worked on a new identity, messaging, advertising campaign, wayfinding, digital platform (web and mobile), airport guide, as.
