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In 2012, Long Beach Airport completed a major renovation project – revealing a 35,000- square foot concourse touting stunning architecture, atriums offering local business concessions, and historical art exhibits. Having created a new environment, Long Beach Airport needed its brand to reflect this revitalization effort, and convey the warmth, as well as the unique local vibrancy captured by this new airport experience.
Turning to Tenet Partners, Long Beach Airport charged the firm with developing a comprehensive brand program that would signal to travelers, airport employees, and all key stakeholders, including Long Beach City representatives, that Long Beach Airport had transformed into one of the premiere boutique airports in the United States.
Tenet’s ultimate objective was to capture the experience of Long Beach Airport – and the city of Long Beach in general – in a compelling brand for those who knew the airport and those who had never been before.
The foundation for the brand was simple truth that whether your trip is just beginning or coming to an end, landing at Long Beach Airport makes it feels as if “you’ve arrived.”
The new brand visual system serves as an extension of the strategic platform and comes to life through both visual and verbal elements. The logo immediately connects audiences to the emotional feeling of being welcomed to the Long Beach Airport, the city of Long Beach and the Southern California area. It reflects the newly designed open-air concourse, the open, bright, spaciousness it offers - expressed by a smoothing gradient of yellow, sage and sky blue. And, in a subtle nod to its aviation heritage, the logo’s holding shape models the historical 1941 landmark terminal.
The tagline Tenet developed, “where the going is easy,” conveys the relaxed and redefined nature of Long Beach Airport. It’s a fun play on the “easygoing” nature of the airport and Southern California, and communicates a dual message – both easygoing, as well as easy to access and navigate.
Long Beach Airport seamlessly captures the luxury and service of yesterday to set a new standard for travel today. They’ve made travel human again; placing travelers into an experience they’ll want to savor – from the street-priced local eateries to the wine bar fire pit and the beautiful palm tree-lined esplanade, the new brand reinforces both this promise and best in-class experience.
“They [Tenet Partners] provided us the highest quality customer service as well as the highest quality product. They’re extremely conscientious, extremely knowledgeable, and they really care.” – Public Affairs Officer, Long Beach Airport.