Creating a New Brand for a New Vision
West Virginia International
Yeager Airport
Branding
Strategy
Design
the why.
In the 75 years since its opening, the airport in West Virginia’s capital city has been known by several names: Kanawha Valley Airport, Chuck Yeager Airport and now West Virginia International Yeager Airport.
A new name meant the airport needed a new logo and tagline, but the leaders of Charleston’s airport were thinking bigger – much bigger.
Client
West Virginia International
Yeager Airport
Disciplines
Branding
Graphic Design
Copywriting
Campaign Development
the logo.
The challenge
In building an airport in West Virginia’s capital city, engineers moved mountains. The airport leadership plans to do it again, this time as part of a larger effort to revitalize West Virginia’s economy – from one that was based below ground, on the backs of the state’s coal miners, to one that aims for its wide-open skies.
This audacious vision would position West Virginia International Yeager Airport as a generator of careers and services that would help the state grow. Instead of seeing money leave the state along with its coal exports, this new economy would be one that would reinvest in West Virginia’s people and cities.
The objective
With its new name and focus, West Virginia International Yeager Airport needed a new logo and tagline to communicate the airport’s focus on aviation careers and expanding the state’s economy through aviation-related services.
It was just as important to the client to promote CRW, the airport’s IATA airport code, and to distinguish their airport from the airport in Charleston, South Carolina.
Before
After
insights.
Our team worked with West Virginia International Yeager Airport to create a brand that represented the airport’s new name and its bold vision while also reinforcing the importance of both the airport to the state and the state to the airport.
Typography
A clean, modern, flexible font-family was chosen to communicate and to reinforce CRW’s vision for the future of both the airport and aviation as a whole in West Virginia.
Inter
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9
BOLD
SEMI-BOLD
REGULAR
LIGHT
Colors
The color palette was developed by modernizing the existing scheme and reworking how color is used through out the entire brand identity. Bold, fresh, and modern, the palette created a fresh new look without being jarring.
insights.
The new logo was designed to reflect the topography of West Virginia through the incorporation of the mountainscape, with a flight path breaking through. This touch of personalization resulted in a positive reception from local West Virginians.
the campaign.
Launch Campaign
The campaign titled “It Starts at Home.” was created around the idea that West Virginia is transitioning beyond dependence on the limited resources within its mountains for wealth. Instead, West Virginia is looking towards its people and the science and industry of aviation to not only provide jobs and careers, but also to keep income within the state lines.
insights.
Throughout the campaign, imagery was divided into three categories. Aviation, location, and population. Each one is representative of a key component in the airport’s identity and vision.
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