Empowering Sydney Airport with a new brand toolkit
An internal audit found the static Sydney Airport logo was being overused, incorrectly applied and modified. To ensure it was being used correctly across all platforms, there was a strong need to update the logo lockup and guidelines.
In executing this seemingly minimal change, The Garden Agency identified that there was a great opportunity to go beyond logo legibility and balance, to create a broader brand pattern, helping Sydney Airport move from its corporate image into a more welcoming and friendly destination.
The rigid logo system of the past was superseded with a modern, dynamic and flexible brand toolkit that consolidated their logo challenges into an easy-to-use, consistent framework. A broader graphic language born out of the logo was introduced to add layer and narrative with inspiration drawn from the visual language of maps and colours to depict the unique Australian landscape.
Telling a new story
The most impactful part of the work was the Experience SYD narrative – intended to influence a welcoming, positive connection to Sydney Airport as a destination, rather than a corporate brand. This new smart identifier and communications device empowered the airport employees, partners and stakeholders to effectively deliver this emotional change.