Creative agency Big Communications was initially tasked to develop an advertising campaign for London City Airport. However, the project soon became a rebranding exercise with the remit of making London City Airport’s identity more clear and concise.

Central to the rebrand was the evolution of the logo with a fresh tagline: ‘Get Closer.’ The new logo has an altered colour scheme, using royal blue in particular, in order to “reflect the airport’s professional and business-class standard.”

The tagline represents a repositioning of the airport’s brand and messaging. Specifically the rebrand placed fresh emphasis on the fact that London City Airport is the only airport that is actually located in London. Head of creative at Big Communications Tim Jones explains, “The whole proposition and logo developed from making it more relevant to London, that’s why we split the words. It’s an education thing- people travelling to London might see a flight to London Southend or Gatwick, but City is the only one actually within London.”

Bryn Owen, marketing director at London City Airport, says the ‘Get Closer’ strapline’s ambiguity accurately portrays how London City Airport wished to be seen. He says, “Get Closer” means different things to different people. Some passengers want to get closer to their meeting in central London; some want to arrive at the airport closer to their flight departure time; and others want to be closer to home when they return from a trip.”

The rebrand will be rolled out across the airport’s organisation, including online, on internal and external signs, marketing collateral, airport equipment, staff equipment, staff uniform and in the advertising campaign.