In order to succeed in the highly competitive German, European, and global travel market, it was necessary to strengthen and define the brand architecture, refresh its visual and verbal identity, and identify a forward-looking strategy to differentiate and clarify the brand.
Munich Airport recently released a new brand identity, which includes a new logo, claim, exclusive in-house font, freshened-up corporate colors, an elevated and consistent tone of voice, and visually striking imagery, which uses pairs of pictures to play up the idea of connections and storytelling.
Interbrand was hired to develop a new brand strategy, positioning, and visual identity for the airport in order to unite all company divisions while emphasizing the qualities of the core Munich Airport brand. Interbrand is the world’s largest brand consultancy and they were well suited for the task at hand.
While the “M” in its logo was widely regarded as a strong, clearly recognizable and effective symbol, the airport authority realized the brand lacked a clear positioning and needed to raise its profile. No longer resonating with internal or external target groups, the design challenge was to honor yet refresh and evolve the graphic legacy of the original logo.
The new brand design goes back to the logo’s roots, taking its original specifications and intent to a more modern and considered space. The basic shape of the new logo pays tribute to the classic “M” but now highlights the idea of connection.
The new brand design is also based on the original specifications of the white airport surrounded by greenery. Clarity, brightness and maximum transparency still play a decisive role, and the focus on people has been further enhanced.
The slant in the connector, inspired by the airport’s architecture, plays a vital role in the overall design. A connecting element was added to visualize Munich Airport’s new strategy. The right stroke in the letter “M” is the connector that conveys the brand idea in its purest form.
“The new brand identity takes the established design principles to the next level. The elements work in combination with each other, but also represent the theme “Verbindung leben” (‘Living ideas – Connecting lives’) individually – from the smallest possible format (the “M”) to the oversized billboard,” explained Jens Grefen, Creative Director at Interbrand Cologne. “This communicates the brand idea in a targeted way, allowing people to experience it at every touch point.”
The modified color palette symbolizes the multifaceted experiences offered at the airport with a sophisticated look and feel. Silver or white can be added to enhance these color accents in order to evoke different emotions.
The primary goal of the nearly two-year process was to establish a shared understanding of the brand internally as well as towards the public. The new brand design, developed in conjunction with the client, aims to strengthen the airport’s already successful position among its global competitors, enhance its appeal among customers and partners, and boost its attractiveness as an employer.
Interbrand’s new, long-term brand positioning focused on the airport’s core qualities of close, reliable cooperation with strong partners, foresight and planning, the development of innovative solutions for the future, and the constant pursuit of more customer-oriented offers and services. These characteristics inspired Interbrand to develop the new brand tagline, “Living ideas—Connecting lives.”