Hollywood Burbank Airport furthers new brand
The Burbank-Glendale-Pasadena Airport Authority and branding firm Anyone Collective have worked together for almost two years in an effort to rebrand Hollywood Burbank Airport, and soon airport officials will be implementing the airfield’s new name and logo at the same time.
Airport staff said during a meeting of the Operations and Development Committee on Monday that the overhead announcements within the terminal will start referring to the airfield as Hollywood Burbank Airport next week.
Additionally, an application to trademark the new logo has been submitted to the U.S. Patent and Trademark Office, and it should take about six months to process.
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With the name and logo now ready to use, Stephen Chavez and Michael Fiore, co-founders of Pasadena-based Anyone Collective, briefed committee members on their draft style guide, which outlines for airport officials how they should and should not use the name and logo.
The guide shows examples of how the name can be used with the logo and the different colors and fonts that can be used to help attract more passengers to the airport.
“It’s all about consistency and familiarity,” Chavez said Tuesday. “Hollywood Burbank Airport has had multiple brand names, whether it’s Bob Hope Airport or United Airport. There’s been some inconsistencies on how that airport has been represented in public, so the idea for the style guide is to set up some ground rules on how this airport will be communicated to the public.”
Chavez added that this is the first time the airport authority will be adopting a style guide to properly brand the airport.
Anyone Collective is suggesting that the airfield use a color palette that resembles Southern California skies and fonts, specifically Helvetica Neue and Hanley Collection, to give the lettering a Hollywood-like feel.
Many of the examples used in the guide have images of the downtown Los Angeles skyline, which concerned commissioners, who said they want to distance the local airfield from Los Angeles.
Chavez and Fiore both said that they will continue to work with the airport authority and the city to develop appropriate advertisements that promote the city and the region.
“Getting our hands dirty to actually start making a visual difference that people can actually touch, feel and see is something that we’ve been itching to get to, and that day is finally here,” Chavez said. “We’re really excited to start tackling the rebrand and putting the Hollywood Burbank mark out there.”
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Anthony Clark Carpio, anthonyclark.carpio@latimes.com
Twitter: @acocarpio
