Paisley agency’s new Thistle brand takes off at Glasgow Airport
Paisley creative design and marketing agency Designline Creative has created a new distinctly Scottish brand identity for Glasgow Airport as part of a multi-million pound upgrade for the city’s airport.
After a three stage competitive pitch process, involving branding agencies from across the UK, Renfrewshire’s Designline was chosen to develop the new brand identity.
The brief for the new brand identity was to create a ‘sense of place,’ positioning Glasgow Airport an international gateway to Scotland, as well as communicating the airport’s key values – friendly, efficient and passionate about its customers and Scotland.
The decision to launch a new brand comes as the airport continues a £17 million upgrade in preparation for the Commonwealth Games being hosted in the city next summer.
The new brand will be seen by around seven million UK and overseas passengers a year.
The new logo features a stylised thistle design, incorporating the letter G, and uses the colours of the Saltire to create a strong Scottish accent.
The supporting strapline ‘Proud to serve Scotland’ articulates the airport’s commitment to customer service and its role as an international gateway, and a champion for Scotland’s economic development.
The brand identity was launched to the press, stakeholders, and passengers on Wednesday 10 July after months of brand value workshops, an inspired creative process and implementation of the new brand on key collateral including digital, print, ambient media and promotional material.
Amanda McMillan, Managing Director of Glasgow Airport, said: “We are thrilled with the new logo and even more pleased we were able to work with a local agency. The initial brief was to create a strong, identifiable personality, which positioned the airport within the region, reflected our commitment to customer service and provided people with a sense of arrival to Glasgow and to Scotland.
“Designline’s concept captured all of the above and we’re looking forward to rolling the new logo out across the airport in the coming months. For many, Glasgow Airport is their first and last impression of Scotland and Designline has created a logo we will be proud to show off to the millions of passengers who travel through our doors every year.”
Ashley Moore, Account Director at Designline said: “We have worked very closely with the team at Glasgow Airport to explore the vision, values and key messages of the airport and then translate all our findings into a strong and memorable identity and brand design style. The process has been very exciting and we’re proud to serve Glasgow Airport as their dedicated creative agency.”
Kim Maxwell, Creative Director added: “We have been working with Glasgow Airport for over six years, creating a wide range of corporate and marketing materials and tactical campaigns. We’re absolutely delighted to have been chosen to create their new brand identity.
“Glasgow Airport is a much loved institution. The people of Glasgow feel that it belongs to them, as their airport. We’ve worked hard to create a brand that delivers a sense of place and articulates why Glasgow Airport is so important to the city and region it serves.
“The client gave us a strong brief but also the creative freedom to devise a new brand which positions them strongly, not only within Scotland, but within the overall travel and tourism market.”
The striking new brand has also been positively received by marketing and business leaders in the city.
Scott Taylor, Chief Executive of Glasgow City Marketing Bureau, said “the new branding perfectly captures the dedication shown by everyone who works there whilst reflecting the airport’s deserved reputation as Scotland’s leading business and leisure gateway to the world.”
Stuart Patrick, leader of Glasgow Chamber of Commerce and Councilor Gordon Matheson, leader of Glasgow City Council, have also welcomed the rebrand.