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SJC Unveils Rebrand

San José Mineta International Airport (SJC) announced its official changeover to a new brand identity, including a new brand name, logo, colors, tagline, and marketing materials.

The new brand name, San José Mineta International Airport, was selected to lead with location, helping travelers find SJC and strengthen the geographical association with San José. It also moves “Mineta” to the center of the name and uses fewer words.  The new brand identity package, which includes the new Fly Simple tagline, also features a new color palette for the airport logo and other visual elements that will be reflected across SJC’s signage, bus wraps and advertising.

“We are thrilled to re-introduce Silicon Valley’s airport to the world with these new brand elements,” said John Aitken, director of Aviation at SJC. “The process of examining and redeveloping our brand identity was crucial in helping us develop a deeper understanding of our community and what we needed to do to ensure we provide the best possible experience to our passengers and visitors.”

SJC’s rebranding effort is a result of a strategic research and brand development process conducted by SJC and marketing consultant, GALE Partners, which found travelers did not associate the airport’s previous branding with San José or the Bay Area.