Once we had the notion of translating the SOU airport code into SO U (so you) in our heads, it was difficult to shake the feeling that it would really work for the airport’s brand refresh. With a stated aim of becoming the best regional airport in Europe, positioning the business as unique was a key component of our thinking. Only Southampton Airport can make the claim SOU, so we’re looking for them to own the idea of personalised, customer service at airports. And it also helps staff to understand the focus of the business – the customer – articulating a common goal for all to follow.
We also incorporated the silhouette of a plane that actually lands at Southampton. The branding has been created in four colourways to add flexibility and to reference the variety of passengers travelling through the terminal and the many destinations they are heading to.
Southampton Airport’s Marketing Manager says “I was very impressed by how the team at Air tackled our brand refresh. They understood the brief but were brave enough to challenge certain parts of it. We are certainly delighted by the results which were described as ‘iconic, confident and professional’ during our research sessions. The new identity builds on the old one and really differentiates Southampton Airport from its competition. We are sure it will be a great asset as we continue our aim to become Europe’s leading regional airport”.
May 23rd, 2017