Identity Evolution | Tulsa International Airport


In the world of branding, the fastest and easiest route to changing a look is through a Logo & Corporate Identity Makeover. It’s the expedited method of projecting a new image, and an ongoing journey of constant changes, regardless how subtle.

Here’s a look at Tulsa International Airport, Tulsa, OK, USA

The State of Oklahoma has two main international airport, Tulsa International Airport (TUL), and Will Rogers World Airport (OKC) in Oklahoma City. In late 2012, Tulsa International completed its corporate identity makeover in its logo and website. Designed by homebred creative agency, Walsh Branding.


The new logo is a really nice swoosh in ranging from orange to purple. The pattern created from the swoosh and the colour scheme is used throughout the website and other applications. The typeface is plain Helvetica.

“The design of the new logo starts from a single point with three vector lines soaring into the air representing both takeoff and landing. Fresh, bright, vibrant colors are used in segments to suggest different destinations or legs of travel. In focus groups conducted by Walsh Branding, the new logo reminded participants of the eclectic nature of Tulsa. Some stated it reminded them of the BOK Center as it stands for Tulsa’s revitalization and progressive spirit. Others felt the logo represented the airport as the gateway to our City because the lines lead to and from Tulsa. Overall, participants felt that logo represented a forward moving attitude and personality.”

– Tulsa International Airport

A Logo & Corporate Identity Makeover is, however, by no means what branding is all about, and the potential it can deliver. Customers are already experiencing your company’s products & services in their very own distinctive way. The MEANING of a product & service in any customer’s mind is what SHOULD matter to any organization. It is this MEANING that needs to be thoroughly analyzed, managed, and optimized in the company’s best interest. This the foundation of strong branding and brand positioning strategy.

An Identity Makeover is not without risk. The key is in the hands of Customers, who decide “WHAT’S HOT” and “WHAT’S NOT!” Therefore, if a company changes its logo WITHOUT changing the meaning – ie. properly align and match their brand message with the positive brand experience the company WISHES customers to have – the often sizeable investment in aesthetic touch up is reduced to a futile and expensive exercise. An utter waste!

Companies MUST ensure that the brand experiences they provide remains positive, therefore if your products and/or services still show weaknesses; customer satisfaction is dismal, market share is lagging, your customer service department is drowning in complaint calls, stakeholders are edgy due to weak stock performance, staff morale is in the abyss while staff turnover is high…  a logo makeover WILL NOT bring about improvements like a magic wand!

Inspiration: The Branding Source


About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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