The main target groups of the airport are airlines and passengers. The additional audience is represented by mass media and commercial business.
Name "Zhukovsky" has always been associated with aviation. The city where the airport is located is a center of Russian aero science.
The airport brand is predominantly consumed in-store. A new identity should express the historical context but at the same time it should be dynamic, innovative and one step ahead the competitors.
The idea found its embodiment in corporate identity, airport signage and wayfinding, marketing collateral and business applications.
Thinking about brevity of the aviation language and a low-cost character of the airport we decided to unify all the companies of the aviation holding and the airport's wayfinding and signage in one system, built on a modular grid. We have created the original alphabet consisting of 3 elements – a long bar, a short bar and an angle bar.
Therefore each of 6 companies of the holding acquired its unique symbol based on one DNA.
We also used the same grid to build up the wayfinding pictogram set, combining angular nature with the shape volume (e.g. lady's dress in the WC icon) or to add some feelings (e.g. steam in coffee cup icon).
Fresh lime green color has been applied to deliver the transformation of the military airfield to civil and peaceful brand.