Capturing a Feeling
We modernised the existing airport code logo using bolder, more contemporary letter forms. Built around typography, the visual identity is brought to life using colour, pattern and natural photography that captures the spirit of Sydney and enhances the emotive response to the brand.
“Sydney is not one thing. It’s an international city, a cultural melting pot, an unmistakable landscape – it’s aglow with light and energy. Our ambition was to connect the world to that Sydney feeling – that transformation that happens, the emotions we feel and the experiences we enjoy and return to time and time again.” Frost* Group Creative Director, Ant Donovan.
The graded logo suggests luminescence and movement, while the large colour palette speaks to Sydney’s vibrancy and diversity. “We wanted to celebrate the brand’s offerings through the lens of Sydney’s unmistakable landscape,” says Donovan. “To conjure a sense of place and make Sydney proud.”