Burbank airfield’s rebranding marketing phase proceeds
A Southwest airplane takes off over the tower at Bob Hope Airport in Burbank on March 24, 2016. The airfield now is known as Hollywood Burbank Airport.
Bob Hope Airport officials are moving forward with the marketing phase of their rebranding initiative to rename the airfield Hollywood Burbank Airport.
After members of the Burbank-Glendale-Pasadena Airport Authority approved the new name on May 2, airport staff and South Pasadena branding firm Anyone Collective have been implementing changes to make the naming transition go as smooth as possible, airport officials told the authority’s operations and development committee on Monday.
Moving forward, airport staff will refer to the airfield, which will legally remain known as Bob Hope Airport, as Hollywood Burbank Airport and all written correspondence will reflect the change.
Authority commissioners and Burbank City Council members have also been told to call the airport by its new branding name, said David Freedman, director of business, property and administrative services for the airport.
Additionally, a new website domain and social medial handles have been created reflecting the new name. Airport officials have also started talking with airlines and flight-booking websites to update them on the new identifier.
In addition, staff will work with the Bob Hope Legacy Foundation to determine how to incorporate the comedian’s name into the branding efforts.
Freedman said airport staff have also been talking with Caltrans to update all signage to display the appropriate name.
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Anyone Collective co-founder Michael Fiore said he expects to have at least three examples of branding logos for the airfield by June 13, so the authority’s operations and development committee can review them. The logos should be ready to be looked over by the authority’s board on June 20, he added.
“We usually go through an explanation of why a logo was created, why we used certain fonts and certain design elements,” Fiore told the committee. “We’ll also show [you] how it should and shouldn’t be used.”
After commissioners decide on a logo, Anyone Collective officials will determine how they want to market the airfield’s new identity to passengers in Southern California and across the country.
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Anthony Clark Carpio, anthonyclark.carpio@latimes.com
Twitter: @acocarpio
