London City Airport has launched a new brand identity, which reflects a more dynamic, vibrant and contemporary look, synonymous with modern London.

The new brand is a step-change from the previous corporate grey and blue combination, that comes as the airport continues to grow and appeal to a changing mix of passengers, particularly leisure travellers and east Londoners, joining the established business traveller base.

Robert Sinclair, chief executive of London City Airport, said: “With our development programme now underway, we have an amazing opportunity to develop an airport experience that truly reflects modern London.

“Along with the design of our new airport, this new brand identity will help us reflect everything that is great about London, celebrate its preeminent position as a truly international city, broaden our appeal to different types of passengers and make the experience of London even better for those visiting the capital, for business or leisure.”

To capture the creative energy of London, the Allotment, an award-winning London-based brand and design agency, were appointed by the airport to deliver the new look.

As well as vivid colours, the logo employs a modern typography, created especially by the Allotment, complimenting the Gilroy font for wider uses.

Both are accessible and familiar in design, which will be helpful for international audiences.

The new corporate identity has been rolled out from today across all digital platforms, with the airport’s assets switching over to the new look over the coming months.

Neil Dillon, marketing director at London City Airport, said: “The brand-new look is engaging and emotive, with design cues which reflect our location, our role in London, and our evolving customer base.

“The new design is much more fitting for our 21st century airport in the world’s greatest city and this sentiment has resonated in our research with existing and new customers.

“From a design perspective, the new branding is agile and has huge creative potential for interaction with different mediums and spaces, both now and in our future terminal building.”