Overview
Munich Airport set out to future-proof its brand – for modern media and the growing demands of sustainability. The goal: to evolve its established identity without losing its core. The new brand presence reflects the airport’s role as an international premium hub that connects people, cultures, and ideas. A modular system ensures clarity and style. The iconic “M” and the connector remain central elements – now reimagined as a dynamic pattern. The result: a clear, consistent, welcoming, and unmistakably Munich brand appearance.
Challenges
Munichs Airport´s brand is ready for takeoff
Munich Airport entrusted us with the mission to future-proof its brand – with a focus on digital, international, and sustainable thinking. While the existing corporate design had served reliably for years, it could no longer meet the demands of modern communication. The challenge: to develop a new identity that positions the airport as an international premium hub without losing its recognizability.
The heart of the project was the goal to make Munich Airport visible as a place of connection – between people, cultures, and ideas. To achieve this, a modular design system was created that combines clarity, structure, and emotional appeal. The iconic connector remains, now reinterpreted as a flexible pattern that works across media and visually symbolizes connection.
The new design strengthens the brand, improves orientation, and enables sustainable, consistent applications – both digital and analog.
Solution
A design system that connects
Our idea: to place the concept of connection at the heart of Munich Airport’s new brand identity. The familiar connector has been transformed from a graphic element into a flexible, dynamic pattern that works seamlessly across all media. The system is complemented by the custom typeface “Munich Airport Pro,” a minimalist illustration style, an emotional color palette, and a clearly structured, adaptable layout grid. This grid provides calm, orientation, and visual consistency – and can be flexibly applied to various formats. Color and image ratios follow defined rules. The logo is positioned to welcome or bid farewell to travelers.
The new identity is visible across all touchpoints – from social media and internal communications to on-site signage. The scalable design system simplifies internal processes while ensuring high design quality. The result is a modern, character-rich brand that has gained international visibility and positions Munich Airport for the future.
The brand now appears with new freshness and clarity, while retaining its unmistakable character – making “Connecting What Matters” tangible in every detail.
Provided services
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"With our evolved corporate design, we aim to strike a balance between aesthetic appeal, sustainability, and functionality. It was important to us to preserve proven elements while clearly positioning the brand for the future. In Serviceplan Munich, we found the right partner to bring this vision to life."
Head of Brand Management & Communication Strategy, Munich Airport
