Celebrating 100 years – Brisbane Airport soars into ‘new era’ with refreshed brand identity

AUSTRALIA. Brisbane Airport has introduced a refreshed brand identity to commemorate its 100th anniversary, highlighting its continued transformation as Queensland’s premier aviation hub.

Brisbane Airport has completed a notable century-long transformation, evolving from the 1925 residence of its first groundsman, Andrew Lauchland, in a single caretaker’s cottage at Eagle Farm Aerodrome, to becoming Australia’s third-busiest aviation hub today.

Brisbane Airport Head of Communications & Brand Marketing Sarah Whyte said, “With our centenary, major improvements of both the Domestic and International terminals underway, and our A$5 billion (US$3.3 million) ‘Future BNE’ transformation well advanced, the timing feels right.

“In the years since we last refreshed our brand, the city of Brisbane has changed, the way we market our destination has evolved, and so has the airport. This new look reflects not only those changes but also the exciting new era that we’re entering as both the airport and Brisbane transform in the lead-up to 2032 and beyond.”

Beyond representing the airport’s transformation, Whyte emphasised that Brisbane Airport’s core focus is still on upgrading passenger facilities, services and infrastructure for its airline customers.

She said, “As a marketer, I’m very aware that our passengers care about their experience of travelling through the airport far more than they care about our logo. But in addition to all the work we’re doing to make using the airport better, it’s important we also send a visual message about the optimism and excitement that is pervading Brisbane right now.

“And we also want the 20,000 people who work on site here to share the excitement we have about the years to come, and the important role that their airport will continue to play in the life of this region.

“Our previous logo was designed to be quite corporate and business-like, but today we want to signal a sense of anticipation, excitement, and the limitless possibilities that aviation brings. We think our new logo does that.”

Developed in partnership with Traffic Brand Agency, the rebrand maintains the airport’s distinct jet stream imagery, reimagined as ribbons, suggesting a dynamic sense of motion and freedom. The colours represent the journey from land, over sea, to sky, reflecting the experience of taking off for a flight.

Traffic Brand Agency CEO & Creative Director Andrew Begg said, “We were honoured to help reinvigorate the Brisbane Airport brand as it embraces an exciting future. The vibrant new brandmark, inspired by jet streams, reflects Brisbane’s spirit and energy.

“The design system draws inspiration from the dynamic shapes of the airport apron, forming containers for essential information. It captures a sense of freedom and progress, while staying true to the airport’s heritage and vision of connecting to the world and creating the future.”

The updated brand visuals will be displayed across terminal digital signs, social media channels and the airport’s website.

Whyte said, “We’ve been working towards this for a number of years – removing old logos from thousands of locations across the airport. It seems our predecessors stamped a logo on anything that didn’t breathe, and there are still some vintage examples in the deepest darkest corners – we’re having some fun with the Brisbane Airport teams to help us sleuth them all out.” ✈