Asheville Regional Airport Unveils New Brand
Last month, Asheville Regional Airport unveiled a new logo, brand package and refreshed website. This new design seeks to capture the timeless beauty of the Blue Ridge Mountains.
The new brand includes a suite of logos, refined typography, and vibrant colors. The mountain-centric economic ground the airport firms in its Appalachian home, while the subtle airplane wing in the “A” crossbar of the AVL moniker is reference to the adventure of flight.
“Our new look is a celebration of place and direction,” said Lew Bleiweis, President & CEO of Asheville Regional Airport. “We wanted a brand package that embodies the natural beauty of our region and reflects our values in a genuine, approachable and purposeful way. I’m proud of what our team has created and believe it represents who we are.”
This reveal marks a new era for AVL, one that is in tune with the community it serves. Over time, the community can expect the new brand package to inform everything from signage, digital communication platforms, terminal wayfinding, community outreach, merchandise, storytelling, customer service and experience programs and more. Please visit our refreshed website and see more of our brand new look at www.FlyAVL.com/Brand-Package and follow us on Facebook, Instagram, and X.
Core Design Elements:
Mountain motif – depicting the Blue Ridge Mountains as a modern icon to differentiate and root our region in the airport space.
Color pallet – Fraser Fir and Forest greens, Blue Ridge and Mountain Mist blues and other special earth tones, evoking local landscapes and Appalachian warmth.
Typography – modern, geometric letter forms that deliver clarity, authenticity and timeless appeal.
Embodied Values through Design:
Beyond aesthetics, the new brand look embodies AVL’s new brand compass:
Vision: To be an authentic and convenient gateway for business and adventure.
Mission: To champion exceptional experiences and economic vitality.
Values:
Welcome – provide an environment that fosters friendliness and hospitality, with a service mindset.
Integrity – honest and sincere, strong moral principles, speak up and prioritize soundness and trustworthiness.
Forward – progressive in a way that is in tune with the community, never stop improving and always working toward goals and advancement.
Empathy – lead with respect for others, with a focus on listening and understanding.
Serving more than 2.2 million passengers in 2024 Asheville Regional Airport is continuing its growth trajectory. The Airport is served by six airlines that provide nonstop service to 25 unique airport destinations. For more information, visit flyavl.com.
