PSP Brand Story

Palm Springs International Airport serves the vibrant Coachella Valley, an area known for its desert playscapes and its midcentury modern flair. Perhaps surprisingly in such a design-friendly community, the airport didn’t have its own identity. Instead the airport utilized a modified version of the convention and visitors bureau—a script logo that did not translate well to social media or other digital spaces. The airport recently launched a new brand that is versatile, sophisticated, and unique to the airport.

Characteristic of midcentury modern design, the new airport logomark is comprised of four unique geometric shapes, which combine to create a negative-space airplane. The font is Gotham and the primary style is lowercase. The clean lines and round shapes of the bowls in the letters balance the angular shapes of the logomark, and the sans serif font translates especially well for web and digital work.

The brand utilizes some of the region’s most emblematic colors to tell a story: golf-course green and sky blue, desert brick and sunshine yellow, and a crisp, deep gray to anchor it all. The complementary color palette offers the airport a diverse range of friendly, modern, and sophisticated hues to use for everything from the website to the airport’s vehicle fleet. When taken as a whole, the new Palm Springs International Airport brand nods to the region’s iconic past while propelling the airport effortlessly into the future.