These beautiful images of large gate signs, would work perfectly in a standardised airport environment, but if you have a look at Luton from above, you’ll notice, it’s a mismatched jigsaw of buildings, all with different height ceilings, corridors, dark corners and confusing gates, where seating is very much limited due to the boarding process of most airlines that use it. Here’s another problem with Luton, or LLA’s new brand. Why so? Well, as far as we can remember, we’ve never received any airport stationery when travelling through, never seen an airport business card, or letterhead, and infact, very rarely seen an airport logo apart from on an airport website.įrankly, when was the last time you looked at an airport website? Most travellers now book direct with an airline, the only real interaction with the airport, is the traveller journey, which comprises check in, (notoriously features the airline colours or logos), and then a bland security channel, followed by a myriad of shops, each with their own brand, and then an airport gate, where we sit and relax. However, this less conventional approach seems to have its drawbacks, and seems a little unconsidered. This new look is going to be increasingly diluted. Whilst the visuals show beautiful light corridors, with large typography and bright bold coloured signs aiming to help guide passengers around the airport. However, it’s not as clear cut as it seems in our opinion. The new brand image, designed by Ico Design and new typeface from Atipo would on the surface inject colour and inspiration into the environment, offering a family friendly environment, which would suit the demographic that frequents the airport. Its personally our least favourite airport of all 5 London airports, due to its difficult access, and myriad of dark and uninspiring gates, as well as predictably ridiculously early morning departures. Situated outside of London its often had to deal with a negative mindset of its travellers. London’s second smallest commercial airport is famous for it’s low cost network and leisure routes served by charter airlines. Some of you may have spotted London Luton’s rebrand announced last month.
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