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MARKETING & COMMUNICATIONS Last modified on June 9, 2019

Brand new brands

Dubai International Airport and London City Airport tell us more about their new brand identities and the motivation behind their decisions.

Dubai Airports has unveiled a new brand for Dubai International Airport (DXB) that it says signifies the company’s transition from airport operator to a consumer led firm “committed to making the world’s busiest international airport, the world’s best”.

The brand launch event was attended by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai; His Highness Sheikh Ahmed bin Saeed Al Maktoum, chairman of Dubai Airports; and Paul Griffiths, CEO of Dubai Airports.

According to Dubai Airports, the new brand embodies the unique values of its home city, demonstrating unmatched hospitality, a culture of vibrant imagination, openness to new ideas, and a mesmerising mosaic of exciting and inspiring experiences.

It says: “It will transform DXB into a destination in itself by creating exciting, immersive virtual experiences that bring iconic Dubai landmarks into the airport as well as an array of music, art, dance and even fashion exhibitions that showcase local culture and celebrate diversity. DXB will also feature zones throughout the airport’s concourses that cluster together retail, F&B and themed attractions to cater to DXB’s diverse customer base.”

His Highness Sheikh Ahmed commented: “In Dubai, we continuously strive to be at the forefront of the industry globally and to lead the way with unwavering ambition, innovation and timely investment.

“Aviation, tourism and travel have been fundamental in Dubai’s growth story and we believe this investment will yield further dividends by encouraging repeat traffic and enticing connecting passengers to visit Dubai. We are making a clear statement that will ensure DXB continues to be one of the world’s most innovative and forward-thinking airports for years to come.”

Griffiths enthused: “We are proud to launch the new DXB brand to reflect the fresh direction and truly transform DXB into the airport of the future, one that is led by a more customer-centric approach, that incorporates the hospitality, excitement, warmth and true spirit of Dubai.

“The new brand represents the ways in which we connect the world, not only by physically facilitating access to over 220 destinations around the world, but by transporting our customers through their experience of different cultures, food, music and art. This is what DXB, Dubai and the UAE are all about, and what our new brand will represent moving forward.”

Meanwhile in Europe, London City Airport (LCY), has unveiled a bold new brand identity, which it claims reflects a more dynamic, vibrant and contemporary look, synonymous with modern London.

The transformed design, which utilises vivid colours, creative layout, and a heart motif, is said to reinforce LCY’s role as London’s most central airport – at the heart of the city and an airport which many passengers love to use.

The step-change comes as the airport continues to grow and appeal to a changing mix of passengers, particularly leisure travellers and East Londoners, joining the established business traveller base.

According to LCY, the vivid blue colour used in the logo represents the unique location of London City Airport, right in the heart of London’s historic Royal Docks in Newham, close to the River Thames, the iconic waterway that has served London for thousands of years.

Use of vivid green represents the many parks and green spaces in London, and combined, the use of bright colours confirms a real departure from the conservative grey and blue combination, which the new brand replaces.

The new identity comes during a £500 million four-year development programme, which will transform the airport and make the experience of travelling to and from London even better.

Robert Sinclair, CEO of London City Airport, notes: “With our development programme now underway, we have an amazing opportunity to develop an airport experience that truly reflects modern London.

“Along with the design of our new airport, this new brand identity will help us reflect everything that is great about London, celebrate its pre-eminent position as a truly international city, broaden our appeal to different types of passengers and make the experience of London even better for those visiting the capital, for business or leisure.”

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