As the gateway to New Orleans and the surrounding area for millions of travelers annually, Louis Armstrong New Orleans International Airport (MSY) provides passengers with a first and last impression of the region. So, when the time came to reimagine its brand, the challenge was immense: How do you craft a visual identity that encapsulates the spirit of an entire region while staying true to the legacy of one of the world’s most recognized airports?
At Gresham Smith, we’re uniquely positioned to answer that question. With decades of experience in aviation architecture and branded environments, we have an in-depth understanding of how to convey an airport’s identity through graphic design and visual storytelling. This dual focus—coupled with our in-depth knowledge of MSY through an active on-call architectural contract—allowed us to approach Louis Armstrong International Airport’s rebranding with unique spatial and operational insights, ensuring the rebrand didn’t just look great but also worked seamlessly within the complex ecosystem of the airport.
Through thoughtful community engagement, collaborative workshops, and a design process that married modernity with tradition, Gresham Smith led the rebranding effort from visioning to deployment. In this blog post, we explore the collaborative process behind Louis Armstrong New Orleans International Airport’s rebranding to create a dynamic new identity that reflects the spirit of New Orleans and the surrounding region, along with the airport’s role as a global gateway.
Engaging the Community: Building a Brand Together
A brand isn’t created in isolation—it reflects the people it represents. For Louis Armstrong International Airport, that meant engaging employees, locals, and tourists alike. We began the process with a public survey that asked participants to share their thoughts on what the airport’s brand could be. Over just one week, thousands of responses poured in, showcasing a diverse mix of voices.
The survey sought to identify imagery and themes that resonated with the community. Respondents pointed to New Orleans’ iconic aspects—food, art, and music—as key representations. Yet, no singular element stood out as definitive. The survey demonstrated how New Orleans’ culture is multifaceted, and its brand needed to reflect that complexity. Employing a community-first outreach approach was foundational. By involving the public early, we ensured the final design would resonate with those who would interact with it daily.
Visioning Workshop: Refining the Brand Direction
Building on the survey insights, our team facilitated an all-day visioning workshop that brought together stakeholders from Louis Armstrong New Orleans International Airport—employees, department leaders, and board members—to refine the brand’s direction. This collaborative session focused on understanding what the airport wanted to communicate through its new identity, taking into consideration the end users who would be most acutely impacted by the brand.
Key challenges quickly surfaced. For example, the length of the airport’s name, “Louis Armstrong New Orleans International Airport,” posed some design constraints regarding scalability and readability. Additionally, the team explored how to modernize the existing logo while preserving its heritage. Type studies became a critical tool in addressing these concerns, helping establish a visual hierarchy that emphasized “New Orleans” while giving prominence to “Louis Armstrong” and “International Airport.”
The resulting type treatment used a combination of sans serif and serif fonts to balance modernity and tradition. For example, “New Orleans,” rendered in a clean, sans-serif font, became the focal point—bold, prominent, and easy to read. “Louis Armstrong” and “International Airport” were styled in a serif font to honor the airport’s legacy. This thoughtful approach ensured the typography communicated the airport’s identity as both a forward-looking global hub and a storied institution.
The Fleur de Lis: Bridging Past and Future
Among the most debated aspects of the brand redesign was whether to retain the Fleur de Lis, a prominent symbol in the airport’s original logo. At first glance, it seemed an unlikely fit for a modernized brand. Yet, as we delved deeper into its meaning and history, the Fleur de Lis revealed itself as a fitting emblem for the airport’s dual identity.
With origins that span cultures and continents, the Fleur de Lis has historically symbolized beauty, nobility, strength, and rebirth—all attributes that align with New Orleans’ cultural identity and the airport’s role as a gateway to possibility. Moreover, the shape is subtly incorporated into the airport’s architectural design, making it a natural choice to carry forward.
We reimagined the Fleur de Lis for the new logo, ensuring it felt fresh and contemporary. The updated symbol is clean and streamlined, shedding any impressions of tradition-bound limitations. The new logo’s lines suggest a plane taking flight—a celebration of movement, progress, and connection. By retaining the Fleur de Lis, the airport was able to embrace its legacy while presenting a forward-facing identity.
A Modern Palette: Colors That Tell a Story
No brand is complete without a cohesive color palette. For Louis Armstrong International Airport, the use of color was critical to conveying the vibrancy of New Orleans and the energy of the airport. Drawing from the survey feedback, we developed a palette incorporating elements inspired by architecture, nature, and food—key aspects of New Orleans’ identity that resonated with both the public and airport representatives. The resulting color scheme balances modernity with timelessness, ensuring the brand feels both contemporary and enduring.
A Brand That Soars
The new brand for Louis Armstrong International Airport is more than just a visual identity—it’s a narrative woven from the thousands of voices that helped shape it, a celebration of the region’s culture, and a nod to the airport’s role in connecting people and places. The brand’s foundation lies in its ability to balance the old with the new, as well as tradition with innovation.
Ultimately, the journey toward the new brand identity was a collaborative and thoughtful process that involved listening, envisioning, and designing with purpose. It’s a brand that truly embodies the region and welcomes the world to its doorstep.
We take immense pride in our work with Louis Armstrong International Airport. At Gresham Smith, we don’t just provide holistic A/E services including branded environments for the Aviation market. We apply the same depth of insight and creative problem-solving to every market we serve, including Healthcare, Life and Work Places, Industrial, and Land Planning. By understanding each client’s identity, operations, and goals, we deliver thoughtful and functional solutions designed to make a lasting impact.
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From reducing curbside congestion to improving wayfinding and expanding airside amenities, we’ve helped more than one-third of the nation’s top 100 airports leave a lasting impression on travelers.
