(Est. 1919) “Sydney Airport is an international airport in Sydney, Australia located 8 km (5 mi) south of Sydney city centre, in the suburb of Mascot. The airport is owned by the ASX-listed Sydney Airport Group. It is the primary airport serving Sydney, and is a primary hub for Qantas, as well as a secondary hub for Virgin Australia and Jetstar Airways. Sydney Airport is one of the world’s longest continuously operated commercial airports and the busiest airport in Australia, handling 42.6 million passengers and 348,904 aircraft movements in 2016-17. It was the 38th busiest airport in the world in 2016. Currently 46 domestic and 43 international destinations are served to Sydney directly. In 2018, the airport was rated in the top 5 worldwide for airports handling 40-50 million passengers annually and was overall voted the 20th best airport in the world at the Skytrax World Airport Awards.” (Wikipedia)
Frost* Design (Sydney, Australia)
Sydney Airport is the gateway to Australia. An extension of Sydney, it’s a first impression, a lasting memory with all the human stories in between. We repositioned the brand from Sydney Airport to Sydney’s Airport, to embrace what it enables – humanity, warmth, energy and optimism.
We modernised the existing airport code logo using bolder, more contemporary letter forms. Built around typography, the visual identity is brought to life using colour, pattern and natural photography that captures the spirit of Sydney and enhances the emotive response to the brand.
The graded logo suggests luminescence and movement, while the large colour palette speaks to Sydney’s vibrancy and diversity.
Images (opinion after)
The old logo wasn’t necessarily pretty but it was very airport-y with a lot of connecting-line devices and a perspective that made the elements look as if they were panning across a globe. The wordmark was terrible but the icon was effective. The new logo is… unexpected, at least for an airport. It’s almost more of a fashion label logo than an airport. I like the idea of playing up the airport code and it’s surprising that more airports don’t that. “SYD” is a cool code and it works in a deadpan sans serif but the fade seems very gratuitous and it’s a stretch to think that it conveys “luminescence and movement” as suggested. I feel like the fade/movement effect could have been achieved in a more usable way with a single-color, single-tint-value texture for the hundreds of physical applications this will have across the airport. I have never been to Sydney so I am not familiar with the airport so based on the logo and identity alone I would imagine it to be upscale, with a lot of expensive shops, and perhaps even a little pretentious. It feels like a high-end department store more than an active hub for a big city. But perhaps that’s what makes this effective, in that it doesn’t abide by expectations of what an airport identity should be.