Schiphol Reveals New Look and ‘Today is the Day’ Concept for Improved Airport Experience

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Schiphol Airport is undergoing a significant transformation and at the same time, it is introducing a new brand that promises a more tranquil, transparent, and recognisable experience for travellers. Along with a wide-ranging improvement program, Schiphol is determined to make an airport that is not only streamlined and modernised but also ready for the future, thus providing an improved experience for passengers, airlines, and staff too.

‘Today is the Day’: Schiphol’s New Brand Concept

The updated brand identity is centered around the ‘Today is the day’ concept, highlighting the important moments travelers experience at the airport, from departure to homecoming. This theme captures the excitement of a new adventure, the joy of reunions, and the anticipation of a significant journey. Schiphol aims to make every day at the airport an easy, seamless, and memorable experience, filled with clarity and confidence, so travelers can focus on the excitement of their trip.

This new approach underscores Schiphol’s desire to create an atmosphere of calmness and clarity, which has always been central to the airport’s original design. With a clearer visual identity and a more coherent design, Schiphol is reasserting its position as a top-tier international airport.

A Seamless and Consistent Experience

Schiphol’s revamped visual identity will appear across various locations within the airport, including Schiphol Plaza, arrival halls, and digital channels. By October 14, the new design began rolling out on digital platforms, and over the coming months, it will be implemented throughout the airport. As part of the new look, travelers will notice the new branding in departures halls, electric buses, and more, ensuring a unified and enhanced experience throughout their journey.

The updated logo features a combination of an orange line and a circle, which represents the airport’s IATA code, AMS. These elements, instantly recognizable to international travelers, serve as a visual representation of Schiphol’s modern yet timeless identity. The new brand identity reflects Dutch simplicity and clarity, evoking a sense of forward-looking sophistication.

Improved Infrastructure and Airport Experience

Alongside the visual changes, Schiphol is investing in major infrastructure upgrades to improve the overall airport experience. The improvements aim to create more space and streamlined processes, ensuring the airport meets the needs of an ever-growing traveler base. These changes will enhance airport flow, optimize check-in areas, and create more comfortable spaces for travelers to relax before or after their flights. Schiphol is set to become one of the top three airports in Europe, driven by its dedication to quality service and innovation.

A Proud Moment for Schiphol and the Netherlands

This transformation is a proud moment for both the airport and the country. Marnix Fruitema, Chairman of BARIN (the Dutch Airline Industry Association), emphasized that Schiphol’s redesign reflects the pride of the Netherlands in its aviation industry. The massive investment made in these improvements will ensure Schiphol continues to stand out as a premier destination for travelers and airlines worldwide.

Collaborative Effort Behind the Redesign

Schiphol’s revamped identity is the result of a collaborative effort between several design partners. The Eastwood Brand Consultancy led the brand strategy, while the visual identity was crafted by Thonik, and the brand communication was developed by ACE. Together, they’ve created a brand that embraces Schiphol’s legacy while looking forward to a modern future in global aviation.

Schiphol’s New Chapter in Airport Experience

With its new brand identity, Schiphol is setting the stage for a modern, cohesive, and calming airport experience that aligns with its ambition to become a future-ready airport. The airport’s strategic improvements, combined with a focus on clarity and simplicity, ensure that travelers will enjoy not only a seamless experience but also one that reflects the rich culture and forward-thinking nature of the Netherlands.

Through the ongoing infrastructural and design developments at Schiphol, the airport is reasserting its status as one of the best among the world’s airports. The renewal of the airport’s image will not only improve the experience of the passengers but also contribute to the airport’s long-term value, thus making it a global leader in aviation hospitality.