Brisbane Airport celebrates centenary with new brand identity

Exciting new era for Australian hub in lead-up to 2032 Games

Brisbane Airport celebrated its 100th anniversary this week by unveiling a fresh new brand identity, reflecting the ongoing transformation of Queensland’s most important aviation gateway. 

The airport’s inaugural airport groundsman, Andrew Lauchland, moved into the caretaker’s cottage of the Eagle Farm Aerodrome in April 1925, paving the way for the next 100 years which would see the airfield grow into Australia’s third busiest hub.  

Sarah Whyte, Head of Communications & Brand Marketing at Brisbane Airport, said the time was right for a brand refresh. 

"With our centenary, major improvements of both the Domestic and International terminals underway, and our $5 billion ‘Future BNE’ transformation well advanced, the timing feels right,” she said.  

"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.”  

While the update to the brand is an important symbolic gesture, Whyte emphasised that the primary focus for Brisbane Airport remains the improvement of passenger facilities and services, and the infrastructure needed by its airline customers.  

"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,” she said. “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," Whyte said. 

The new Brisbane Airport brandmark retains the iconic jet streams of logos from the last decades, now represented as 'ribbons' that convey a greater sense of motion and freedom. The colours of the ribbons reflect the journey from land, over sea, to sky, mirroring the experience of taking off for a flight. 

Brand agency Traffic consulted on the project saying the team was ‘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,” said Andrew Begg, CEO & Creative Director, Traffic Brand Agency. 

Passengers and airport workers will start to see the fresh new look across terminal digital signs, social media channels, and the airport's website, bne.com.au