A lively new look for London’s Luton airport

Published:  December 17, 2014

The oft forgotten sibling of Gatwick and Heathrow, Luton is London’s third avenue for domestic and international transit. Having donned an arguably bland identity for at least the past decade, the space was in need of a refreshing touch of colour — this time supplied by Ico Design, with type and icons developed by Gijon-based studio Atipo.

Ahead of a £100 million redevelopment program, the updated brand identity aims to reposition Luton as one of London’s leading airports. To launch the new look, Ico “created a temporary exhibition aimed at both staff and passengers,” to bring “the new identity to life whilst succinctly explaining the long-term benefits that the investment will bring for LLA.” In collaboration with architects 31/44, the studio developed a space that would be “informative, engaging and playful” for all visitors.

4e7edde2c2ce6806ca0d8f7254a1d374 a9ca192dea82f5c09e9bc00acb44286f e38d50f6901e4b09fcaba530468eb924 bc92f5fb04d10401155a21b0baed9b22 f143617904943f877567a918fb48391e 8a4374498fea219fddb337a51c816455 fceae80e20d8b45f36335fe363621321 5e1075836b329d327e1b60dd35424bfa d5fbdac9fd1b876c1868f9bde4f004ed

Explaining that, “rebranding an airport is no easy task,” the studio were approached to create a brand that would inform its future direction as a “passenger-focused airport.” Working closely with the key stakeholders led to the definition of four core values to be reiterated across the brand. “These are expressed in the simplicity and dynamism of the new visual identity which is a clear statement of intent of the airport’s bold ambition for the future.” Ico will continue to work with Atipo as brand and design partners as the identity evolves, with a website and uniforms to be the next items rolled out.

4f87f519fd9bdf28bf89a2b969b8127a 7e97608a2c2ce46cb3d743463b0fd08f 0024242f73ca0c489b91da209f788c44 554360d6aedf752c1eb95499d3ab3573 df6cf046fd441fc392c7bd5b5da1b233 b10845f77cce098a06d0ebe5c2a4d7ca

One of the first expressions of the new brand, was a “large scale photographic installation” within the departure and arrivals walkways. “Previously they were functional, uninspiring spaces that required a dramatic response to help start to change passengers perception of the airport.” In an effort to update tired travel imagery, “street photographers from across Europe were asked to respond to the brief ‘stories from the street’. Their unexpected images taken from key destinations were combined with large colour panels to create seamless super-graphics.”

0febc34a978016b017c3d53049da2b525b652136ec36aeb77c2a4747a23b02e5 5c5654c91aa700fc1175bad838f8497574cea985ea51786235dafde3e18b3529402bdaebfa42288392ee450b5d422901 22016dfd50142d5d9c1dbca65b0176ab




Leave a Reply

Your email address will not be published. Required fields are marked *