Next year is the 10-year anniversary for the Jacksonville Airport Authority, and it is gearing up with a new branding campaign aimed at building better awareness of the city’s aviation system.
As part of the campaign, the authority will have a new logo, as well as new logos for each of its four airports. It will also create new websites and rename three of the airports: Cecil Field will become Cecil Airport, Herlong will become Herlong Recreational and Craig will become Jacksonville Executive.
“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,” says Steve Grossman, executive director and CEO of the JAA. “The connection to aviation in the old logo was less obvious and didn’t visually represent a four airport system icon.”
The authority is launching the rebranding campaign to create a consistent brand across the airports it owns and operates: Jacksonville International (JAX), Cecil Field (VQQ), Craig (CRG) and Herlong (HEG). It also hopes to use the rebranding to help educate the public about the difference between the four airports and the impact the authority has on the region.
“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,” says Ernest Isaac Jr., chairman of the JAA board. “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 will give each airport its own identity while still fitting into a brand hierarchy for the JAA. Logos will include depictions of airplanes to symbolize the authority, as well as a subtle nod to the bridges in Jacksonville that cross the St. Johns River. It will also have a new tagline, “Going Beyond, Daily.”
“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 JAA was created in 2001 by the Florida Legislature and has been using the same brand identity since.
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