Changi Airport Singapore
Designer: DIA Brand Consultants Pte Ltd
Client: Changi Airport Group (Singapore) Pte Ltd
With more than over 480 accolades under its belt. Changi Airport has come a long way from its humble beginnings in 1981. when Terminal 1 first opened.
Currently managed by Changi Airport Group, Changi Airport has been established as the world’s most awarded airport for the past 34 years. In a short span of seven years after opening Terminal 1 received its first recognition as the world’s best airport from Business Traveller (UK) in 1988, Two years later, Terminal 2 was unveiled and the state of the art Terminal 3 opened in 2008, increasing Changi Airport’s current total annual passenger capacity to 66 million passengers.
Today Changi Airport is an icon of how the world comes to Singapore and Singaporeans connect to the world. Changi Airport now serves more than 100 airlines flying to 300 cities in about 70 countries worldwide. More than 40,000 people are currently employed at the airport, which accounts for about 6% of the country’s GDP.
A recent study by the institute of policy studies saw Singaporeans ranking the opening of Changi Airport as one of the historical events most important to them.
Branding for the future
In the lead up to the formation of the Changi Airport Group in 2009. DIA Brands was asked to help develop a new branding approach for the next phase of Changi’s development. The new Changi Airport branding was unveiled by then Minister Mentor Lee Kuan Yew on 1st July 2009 heralding a new era of development and expansion. The brand essence,’Exceptional People, Connecting Lives’expresses the brand intent for the new Changi Airport, putting passenger experience at the centre of everything the airport does. The new branding and identity system has been applied across all marketing communications and was created to reflect a coordinated approach and a common vision across 1,200 staff and the 40,000 people who serve the airport daily.
The new branding has seen the airport develop from 37 million passengers a year in 2009 to over 66 million passengers a year in 2014. Following the re-launch, Changi was awarded the inaugural Singapore Service Medallion in 2012 in recognition of its service excellence and position as the world’s most awarded airport brand.