2005

Cologne-Bonn Airport, Germany

Rather than trying to compete with the two major nearby airports (Düsseldorf and Frankfurt) on their own turf, the goal—in order to establish a presence and grow—was to identify strengths that the other two could not match: simplicity and ease of use, affordable prices, and the demystification of the airport, transforming it into a pleasant place to transit. The visual identity created serves to make the airport distinctive and recognizable far beyond its logo, while also contributing to this accurate perception of its uniqueness. The identifying characters are inspired by the “Simple” typeface designed by Atelier Norm. This typeface was chosen because it allowed for the creation of a typology of parallel pictograms. Pictograms and typographic characters form a single large family of identifying signs. Pictograms can reinforce a word or sometimes even replace it. They blend into the text or, conversely, stand out through the use of color. The identifying colors are intended to be bright and airy. Only the human figure is not represented as a constructed pictogram. As a free-form silhouette, it disrupts while revealing the system. Through its presence, the ideogram sets things in motion and takes action. These silhouettes are part of the airport’s identifying vocabulary without being used systematically. The “Köln Bonn Airport” signature can take on a wide variety of forms, adapt to a temporary message, or even be integrated into text. The choice and number of pictograms used may vary according to need. Pictograms can serve signage functions—structuring and clarifying information, identifying locations—while simultaneously engaging viewers by telling small stories, for example. They thus become communication tools. In some cases, the objects carrying the information can themselves become pictograms. They thus become part of the airport’s identifying visual language. Design

team — Ruedi Baur, Toan Vu-Huu, Chantal Grossen, Simon Burkart, Axel Steinberger, Eva Kubinyi
Typeface — Dimitri Bruni, Manuel Krebs (Norm)