Edinburgh Airport's Rebrand: Keeping the Tower, Facing the Critics

Edinburgh Airport has unveiled a new brand identity as it begins a £500 million investment programme, keeping its control tower and aiming for a "modern and confident" look. Local reaction has been mixed, and it's a useful case study in what a rebrand has to get right.

What was announced

According to the airport's own announcement, the new identity is meant to be more flexible across the airport, digital channels and international markets, and to reflect its new ownership. The recognisable air traffic control tower is retained. It was developed by Edinburgh marketing firm Lane, in line with the airport's approach of using local suppliers where it can.

The launch came with a new chief executive, Mark Johnston, who said the brand "needs to reflect the airport we are today and where we want to go next." The airport describes it as part of its long-term growth vision, "Our Future", as the first phase of a £500m programme gets under way.

How people reacted

Not everyone liked it. The Edinburgh News reported that some locals called the new look amateurish, and that critics said the airport should fix the basics first, such as getting through the airport and collecting luggage faster.

What other brands can learn

Keep what people already recognise. Holding on to the tower means the identity still looks like Edinburgh Airport. A rebrand doesn't need to throw everything out. Our guide on brand refresh vs rebrand covers how to decide how far to go.

Time it with something real. Launching alongside new leadership and a major investment gives the change a reason. A new logo with no story behind it is just a new logo.

Expect the experience to be judged, not just the logo. The most telling criticism wasn't about design. It was that the basics of the service come first. A new look raises expectations, and the brand has to be backed by how it works day to day. That's why we start with brand strategy before identity.

Detail gets noticed. When an identity is going on signage and screens across a whole site, small decisions about spacing and alignment get seen by thousands of people every day. Test it in context before it goes live.

If you're planning a rebrand

Decide what must stay, say why you're changing, and check the new identity in real places, not just a presentation. If you want help working out where to start, see our brand identity service or get in touch.