“We want to compete with airports in the Northern European region, so we have to offer people something special. New developments: a new passenger terminal, the Airport City campus and the desire to become a travel center have made us realize that it is necessary to renovate also the brand of the airport. In this context, we need to review our values, what we offer our customers and how we collaborate with our partners to make the airport one of the best-connected business and travel centers in the region “, said Laila Odiņa, chairwoman of the Riga Airport Committee.
New terminal and campus
During the renovations, a new terminal and the RIX Airport City campus will be built at the airport.
In the new terminal, the main objective is to create a sustainable and modern building that supports the passenger experience. The building will include, among other things, a check-in area, a security area and a border control area, shops, bars, a baggage area, new access roads and a multi-storey car park. Also the connection with the Rail Baltica railway station, which will be built next to the current short-term car park. The construction of the terminal will begin in the second half of this year and will be completed in 2028. The entire construction will occupy an area of 45,000 m2 and approximately 167 million euros will be invested in the construction.
RIX Airport City, on the other hand, will become a multi-faceted city next to the airport, where hotels, offices, shops, various transport stops and other support systems for people connected to the airport and nearby residents will be built. In total the town occupies an area of 24 hectares near the airport, easily accessible by car, train or plane.
New branding: Latvian business card
The new brand of Riga Airport is called RIX Riga Airport or RIX Rīgas lidosta in Latvian. The name includes the internationally known airport code RIX, which is known both to passengers and to the airport’s various cooperation partners. Furthermore, under the new brand, several sub-organizations will be organized under a single portfolio and will have uniform visual identities and names. The new brand’s slogan is “Closer than expected”, indicating that the airport is easily accessible and close to important travel destinations.
The airport is the business card of Latvia, it creates the image of the country, so the visual language of the new brand is inspired by Latvian culture: green, blue and beige tones symbolize nature, and graphic elements are inspired to Latvian ethnography and architecture.
The new brand strategy and visual identity of Riga Airport were developed by the design studio Asketic, which was selected as the executor of the works following a public tender. Furthermore, the advertising agency WKND contributed to the project and numerous partners and employees of the airport also contributed to the work.
Creating a brand strategy cost 27,200 euros. Creation of the main elements of the visual identity, the main brand (RIX Riga Airport) and sub-brands (RIX Airport City, RIX Ground Handling, RIX Academy) – 25,650 euros. Developing the brand’s wider visual identity cost €39,757, which included creating the necessary graphics, clothing and transport imagery, website design, information label design, video and digital banner ads. Furthermore, an implementation and communication plan and other materials have been prepared. In total, the development of the new brand cost 92,607 euros (excl. VAT).
The new brand will be phased in until 2028 to use money as efficiently and economically as possible. This year the new visual identity will partly be presented to people, for example, on digital materials, souvenirs, signage and information material on terminals.
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2024-01-22 13:30:00
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