Schiphol Airport 2025 Rebranding Enhances Clarity and Passenger Experience

Schiphol Airports’s 2025 Rebranding: A Return to Clarity, Identity, and Passenger Experience

Amsterdam Airport Schiphol, one of Europe’s most prominent aviation hubs, has embarked on a transformative rebranding initiative slated to roll out from October 2025. This move marks a pivotal moment for the airport as it seeks to modernize its image, unify its brand presence, and enhance the overall experience for millions of travelers passing through its terminals each year.

The significance of Schiphol’s rebranding extends well beyond a mere logo update. It is the most visible aspect of a comprehensive, multi-year investment program aimed at upgrading infrastructure and reinforcing Schiphol’s position in a highly competitive industry. By returning to its design roots and embracing a distinctly Dutch identity, Schiphol is positioning itself not only as a gateway to the Netherlands but also as a benchmark for passenger-centric airport experiences.

At the heart of this initiative is the ambition to provide travelers with a calming, coherent, and unmistakably Dutch environment, both physically and digitally. The new brand identity, encapsulated by the concept “Today is the day,” underscores the emotional significance of travel and strives to make every passenger journey smoother and more memorable.

The Core of Schiphol’s New Brand Identity

Design Philosophy: Simplicity, Clarity, and Dutch Character

Schiphol’s rebranding project is deeply rooted in the design ethos of the 1960s, an era when the airport first established its reputation for clarity and simplicity. The updated visual identity draws inspiration from these principles, aiming to reduce visual clutter and create a sense of calm throughout the airport environment.

The new logo is a clear reflection of this approach. It features two primary elements: a vibrant orange line, a nod to the Netherlands’ national color, and a circle containing the letters “AMS,” Schiphol’s international IATA code. The orange line is envisioned as a connecting thread, unifying signage, digital interfaces, and communications across all touchpoints.

This visual overhaul is more than a cosmetic change. It seeks to instill a sense of recognisability and pride in both travelers and airport staff. The design process was led by renowned Dutch agencies, including Eastwood Brand Consultancy for strategy, Thonik for visual identity, and ACE for brand communication. Their collaborative efforts have resulted in an identity that is not only modern but also unmistakably Dutch.

“The updated brand identity is the visual representation of our ambition. We are bringing clarity and coherence back to the airport, and a sense of calm back to the travel process. This is an important step towards becoming a high-quality airport.” — Arthur Reijnhart, Chief Commercial Officer, Schiphol

Implementation Strategy: Phased and Comprehensive

The rollout of Schiphol’s new identity is planned as a gradual, multi-phase process spanning two to three years. This approach ensures that the transition is smooth and consistent, minimizing disruption for both travelers and staff.

The first phase, beginning in October 2025, will see the new branding introduced on Schiphol Plaza, in arrival halls, on the first electric buses, and across all digital channels. By autumn, the facades of Departure Halls 1, 2, and 3 will also reflect the new look. Over the following years, every corner of the airport, physical and digital, will be updated to align with the refreshed identity.

This phased approach highlights Schiphol’s commitment to delivering a unified experience. The airport recognizes that branding is not confined to logos or color schemes but extends to every interaction a passenger has, from wayfinding signage to digital check-in platforms.

“Schiphol’s new look does justice to the thousands of Schiphol employees, the airlines and the millions of travellers who are passionate about aviation. The money that Schiphol is investing in the future should restore our airport to the position it deserves: one of the top three airports in Europe.” — Marnix Fruitema, Chairman of BARIN

Integration with Broader Modernization Efforts

The rebranding is intricately linked to Schiphol’s broader modernization agenda. Alongside the visual refresh, the airport is investing in infrastructure upgrades and the implementation of new technologies, such as the European Union’s Entry/Exit System (EES). The EES will introduce digital biometric registration for non-EU travelers, streamlining border processes and enhancing security.

These improvements are designed to address evolving passenger needs and regulatory requirements, ensuring Schiphol remains at the forefront of innovation in airport management. The modernization program is also expected to enhance operational efficiency and contribute to Schiphol’s reputation for reliability and quality.

The integration of branding with physical and technological enhancements reflects a holistic approach to airport management. Schiphol is not only updating its image but also “future-proofing” its services, from shopping and parking to security and mobility.

Industry Context and Broader Trends

Experience-Driven Branding and Passenger Expectations

Schiphol’s rebranding initiative is emblematic of a wider shift in the aviation industry. Airports are increasingly competing on the basis of passenger experience rather than just operational capacity or geographic location. The focus is on transforming airports from functional transit points into memorable destinations that reflect local culture and values.

A key aspect of this trend is the creation of a “sense of place.” Schiphol’s use of the national color orange and its commitment to a distinctly Dutch aesthetic are designed to foster a unique identity that resonates with both international and domestic travelers. This approach is mirrored in airports worldwide, where local art, cuisine, and design are being integrated into terminal environments.

By emphasizing clarity, calm, and recognisability, Schiphol is positioning itself as a leader in experience-driven branding. The airport’s efforts underscore the growing importance of emotional and psychological factors in shaping passenger satisfaction and loyalty.

“Airports are no longer just points of transit; they are becoming points of experience, where every detail, from signage to digital touchpoints, contributes to the traveler’s overall impression.”

Seamless Digital and Physical Integration

Another major trend reflected in Schiphol’s rebranding is the drive for seamless integration between digital and physical brand experiences. As travelers increasingly rely on digital tools for navigation, check-in, and information, airports are investing in consistent branding across all platforms.

Schiphol’s phased rollout includes updates to its website, mobile apps, and digital displays, ensuring that passengers encounter the same visual language and messaging regardless of how they interact with the airport. This consistency is crucial for building trust and reducing confusion, especially for international travelers.

The integration of digital and physical branding also supports operational goals, such as improving wayfinding and streamlining passenger flows. Schiphol’s approach demonstrates how thoughtful design can enhance both the aesthetic appeal and functional efficiency of airport environments.

Sustainability and the Evolving Role of Airports

While sustainability was not the primary focus of the initial rebranding announcement, it remains an increasingly important consideration for airports globally. Travelers and stakeholders are placing greater emphasis on environmentally responsible practices, from energy-efficient infrastructure to eco-friendly transportation options.

Schiphol’s investment in electric buses and infrastructure upgrades aligns with these expectations, positioning the airport to meet future regulatory and consumer demands. As the rebranding progresses, there may be further opportunities to highlight sustainability as a core brand pillar.

The evolving role of airports as both transportation hubs and community landmarks means that branding initiatives like Schiphol’s are likely to influence industry standards for years to come.

Conclusion: Schiphol’s Rebranding and the Future of Airport Experience

Schiphol Airport’s 2025 rebranding represents a strategic investment in both its identity and its future. By returning to its core principles of clarity, simplicity, and Dutch character, the airport is responding to changing passenger expectations and industry trends. The phased rollout, integration with modernization efforts, and emphasis on a unified experience position Schiphol as a leader in the evolving landscape of global aviation.

As airports worldwide continue to evolve, Schiphol’s approach offers valuable insights into the power of thoughtful branding and holistic design. The initiative underscores the importance of aligning visual identity, infrastructure, and passenger services to create environments that are not only efficient but also welcoming and memorable. The coming years will reveal the full impact of these changes, but Schiphol’s commitment to excellence and innovation is already setting a new standard for airport experiences.

FAQ

What is the main goal of Schiphol’s 2025 rebranding?
The primary goal is to create a more calming, coherent, and distinctly Dutch experience for travelers, both physically and digitally, by returning to the airport’s original design principles of clarity and simplicity.

When will the new branding be fully implemented?
The rollout will occur in phases starting in October 2025, with full implementation expected over the following two to three years.

Who was involved in creating the new brand identity?
The rebranding was developed in collaboration with Eastwood Brand Consultancy (brand strategy), Thonik (visual identity), and ACE (brand communication).

How does the rebranding relate to Schiphol’s modernization efforts?
The new brand identity is part of a broader program that includes infrastructure upgrades and technological improvements, such as the implementation of the EU’s Entry/Exit System for digital biometric registration.

Will sustainability play a role in Schiphol’s new identity?
While not the primary focus of the rebranding, sustainability is an ongoing consideration, with investments in electric buses and infrastructure upgrades aligning with global trends.

Sources

• Schiphol Newsroom