of the airport
needed to leverage all of the products the authority
has by developing a brand that is cohesive across
all entities. This is intended to provide greater
visibility to its many stakeholders and lead to
increased engagement among employees.
When people hear the word branding, they automatically think of a logo, but the logo is only one
element of a brand. A brand is about defining the
experience customers and clients should have and
being sure that every touch point — from interactions with staff to messaging — aligns with and
reinforces the brand.
The airport authority partnered with Columbus-based Ologie, a national leader in developing and
executing brand strategies, to conduct in-depth
market research and define the airport authority’s
brand aspirations in support of the organization’s
strategic business plan. Airport authority board
members, community leaders, industry partners
and employees all were interviewed to understand
the perception of the organization and thoughts
about the future of the authority.
While the airport authority was noted as an organization comprised of hard-working, dedicated
people who are stewards of their airports and
understand how their work creates tremendous
economic value for the community, findings reinforced the need for greater clarity and consistency
within the many lines of business.
One great nugget gleaned from the market
research is that employees have an intense sense
of pride in what they do for the organization
and desire to connect with the organization as
ture and key messages to create consistent and
compelling communications for passengers, the
community and businesses.
Beyond consistent messaging and the logos, the hallmarks of the
brand include showcasing employees to leverage their sense of pride
and dedication, using photography to show the feeling of movement,
and a voice that reflects confidence, passion, collaboration,
dedication, efficiency and intelligence.
a whole and not just their department. The new
branding capitalizes on the professionalism
and enthusiasm of employees, who by working
together help to fulfill the organization’s vision
to connect Central Ohio with the world.
A steering committee comprised of leaders
from across the organization worked together
throughout 2012 to discuss the findings and
work together to clearly define brand architec-
also reinforces the organization’s
alignment and commitment to the
community by embracing the city
of Columbus brand, represented by
the star above ColumbUS. To align
with the new brand, new logos with
the globe icon also were created for
the authority’s three airports. The
authority now has visual consistency