Wed, Nov 24, 2010
Northeast Florida's Aviation System Unveils New Names And
Logos
In preparation for its 10-year anniversary next year, and to
highlight what it says are its many successes, the Jacksonville
Aviation Authority (JAA) Monday unveiled a new branding campaign
designed to build better awareness of the city's vibrant aviation
system. The branding campaign includes a new overall logo for the
authority, new logos for each of its four airports, the renaming of
three of the airports and new websites. JAA was created in 2001 by
the Florida Legislature and has been using the same brand identity
since then.
"The new 'umbrella style' logo concept
integrates a more recognizable symbol of aviation while adding an
element to represent each of the four airports in the system," JAA
Executive Director/CEO Steve Grossman said. "The connection to
aviation in the old logo was less obvious and didn't visually
represent a four airport system
icon."
The goal of the rebranding effort is to create a consistent brand
across the four airports owned and operated by the Authority;
Jacksonville International Airport, Cecil Field, Craig Airport and
Herlong Airport. The rebranding effort will also be used as an
opportunity to further educate the public about the distinctive
differences between the four airports and the regional impact of
the Authority.
Three of the four airports will be renamed as a result of the
rebranding effort. Cecil Field will become Cecil Airport and
Herlong Airport will become Herlong Recreational Airport. Craig
Airport will be renamed Jacksonville Executive Airport (JAXEX)
since its location not only makes air travel more accessible for
executives, but also makes the Jacksonville business community more
accessible to the world.
"The branding effort is designed to communicate not just 'who we
are,' but what our commitment is as an organization to the way we
provide service, conduct business and contribute to the region as
an economic engine," JAA Board Chairman Ernest Isaac, Jr.
said. "With our 10th Anniversary as an independent Authority
approaching, the time is ideal to communicate our solid record of
performance and pledge our continued commitment to the pursuit of
excellence well into the next decade and
beyond."
The Authority's new logo system gives each airport its own unique
identity while still fitting into a brand hierarchy for the JAA.
The new logos include depictions of an airplane to symbolize the
Authority, and a subtle nod to the bridges in Jacksonville that
cross the St. Johns River.
The new brand will focus on the tagline; "Going Beyond, Daily."
This idea represents the mission of the JAA brand to serve
Northeast Florida and Southeast Georgia by positively impacting the
economy, the community and the experiences of everyone who comes in
contact with the JAA.
"With this branding effort the goal is to introduce design and
messaging that speak specifically to the region, capture the
personality of each airport and the great spirit of JAA employees,"
said John Montgomery, president of Big Communications, the
consulting firm hired to guide JAA through the branding process.
"We look forward to evolving the campaign over time to assist the
Authority with its goals for the future."
The JAA rebranding effort will be carried out through several
phases over the next few years. The rebranding strategy includes
changes in airport signage, purchased print and television media
and new websites for the Authority and its four airports.
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