London City airport (LCY) has revealed a new brand identity that it says “reflects a more dynamic, vibrant and contemporary look”.

The new logo and branding utilises vivid colours and a heart motif. The design utilises blue to represent the airport’s location in the Royal Docks in Newham, while green symbolises the parks and green spaces in London.

LCY says it has a growing base of leisure travellers to add to its established popularity in the business travel sector, with holiday travel outpacing corporates between June and September 2018.

The new branding comes amidst a £500 million, four-year development programme that will see the airport’s terminal transformed to offer more space and updated facilities, as well as eight additional aircraft stands.

London City’s CEO Robert Sinclair commented: “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.”

Marketing director Neil Dillon added: “The brand-new look is engaging and emotive, with design cues which reflect our location, our role in London and our evolving customer base.”

London City’s new brand identity was created by London-based design agency The Allotment, with an outdoor advertising campaign designed by Cravens.

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