Gresham Smith is proud to announce the launch of a new brand for Louis Armstrong New Orleans International Airport (MSY). The firm led the rebranding design effort from start to finish, developing a dynamic new identity that celebrates the spirit of New Orleans and the surrounding region as well as the airport’s role as a global gateway.
The rebranding process included a public survey aimed at identifying imagery and themes that would reflect the rich regional culture and resonate with the community. More than 2,800 survey participants pointed to New Orleans’ iconic food, art and music as key representations. The team also conducted a visioning workshop with airport employees, department leaders and board members to refine the brand’s direction.
“Gresham Smith’s collaborative approach to reimagining our airport’s brand identity truly captured the essence of what makes New Orleans special. By engaging thousands of community members and working closely with our team, together, we created a visual identity that honors our heritage while positioning us as a modern, global gateway. The new brand perfectly balances our rich cultural traditions with our vision for the future,” said New Orleans Aviation Board Director of Communications Erin Burns.
Key challenges included modernizing the airport’s logo while preserving its heritage. The result reimagines the airport’s signature Fleur de Lis into a clean, streamlined symbol that suggests a plane taking flight—a celebration of movement, progress and connection. A thoughtful combination of sans-serif and serif fonts communicates the airport’s identity as both a forward-looking global hub and a storied institution, and a vibrant color palette conveys the soulful energy of New Orleans.
“The new Louis Armstrong International Airport brand is more than just a visual identity, it’s a celebration of the region’s culture and a nod to the airport’s role in connecting people and places,” said Wilson Rayfield, AIA, executive vice president of Aviation at Gresham Smith. “Our decades of experience in aviation architecture and branded environments, coupled with our in-depth knowledge of MSY through other projects, allowed us to approach the project with unique insights that resulted in a brand that will work seamlessly within the airport’s complex ecosystem.”
Gresham Smith is also working with MSY through an on-call architectural contract. The firm recently re-designed the airport’s administrative offices, board room and military lounge.
