Schiphol Airport 2025 Rebranding Enhances Clarity and Passenger Experience
Amsterdam Schiphol unveils a phased 2025 rebranding focusing on Dutch identity, passenger clarity, and integration with modernization efforts.
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.
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
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
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.
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.”
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.
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.
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.
What is the main goal of Schiphol’s 2025 rebranding? When will the new branding be fully implemented? Who was involved in creating the new brand identity? How does the rebranding relate to Schiphol’s modernization efforts? Will sustainability play a role in Schiphol’s new identity?
Schiphol Airports’s 2025 Rebranding: A Return to Clarity, Identity, and Passenger Experience
The Core of Schiphol’s New Brand Identity
Design Philosophy: Simplicity, Clarity, and Dutch Character
Implementation Strategy: Phased and Comprehensive
Integration with Broader Modernization Efforts
Industry Context and Broader Trends
Experience-Driven Branding and Passenger Expectations
Seamless Digital and Physical Integration
Sustainability and the Evolving Role of Airports
Conclusion: Schiphol’s Rebranding and the Future of Airport Experience
FAQ
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.
The rollout will occur in phases starting in October 2025, with full implementation expected over the following two to three years.
The rebranding was developed in collaboration with Eastwood Brand Consultancy (brand strategy), Thonik (visual identity), and ACE (brand communication).
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.
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
Photo Credit: Amsterdam Airport Schiphol
Route Development
Heathrow Ends 100ml Liquid Limit with £1 Billion Security Upgrade
Heathrow Airport completes £1 billion upgrade with CT scanners, allowing liquids up to 2L and laptops in bags for departures.
Heathrow Airport has officially announced the completion of a massive security upgrade across all four of its terminals, marking the end of the restrictive 100ml liquid limit for departing passengers. According to an official press release issued on January 23, 2026, the airport has finalized a £1 billion investment to install next-generation Computed Tomography (CT) scanners, positioning itself as the largest airport in the world to fully deploy this technology across its entire operation.
The upgrade fundamentally changes the pre-flight experience for millions of travelers. Under the new regulations, passengers departing from Heathrow can now carry liquids in containers of up to 2 liters in their hand luggage. Additionally, large electronic devices such as laptops and tablets no longer need to be removed from bags during screening. The airport states that this move will not only streamline the security process but also significantly reduce single-use plastic waste.
The core of this upgrade involves the installation of advanced CT scanners, similar to technology used in medical environments. These machines generate detailed 3D images of cabin baggage, allowing security officers to rotate and analyze the contents on-screen without requiring passengers to physically separate items.
In its announcement, Heathrow confirmed that the requirement to place liquids in clear plastic bags has been eliminated. This operational shift is expected to have a substantial environmental impact. The airport estimates that removing the plastic bag mandate will save approximately 16 million single-use plastic bags annually.
Data released by the airport suggests the new technology is already delivering performance improvements. Heathrow reported that in 2025, it was named “Europe’s most punctual hub airport.” During that period, more than 97% of passengers waited less than five minutes for security screening. Furthermore, the airport noted that its baggage load rate improved to over 98% in 2025, indicating a reduction in missed bags.
Thomas Woldbye, CEO of Heathrow, highlighted the significance of the milestone in a statement included in the press release:
“Every Heathrow passenger can now leave their liquids and laptops in their bags at security as we become the largest airport in the world to roll out the latest security scanning technology. That means less time preparing for security and more time enjoying their journey, and millions fewer single-use plastic bags. This billion pound investment means our customers can be confident they will continue to have a great experience at Heathrow.”
While the completion of this project is a major achievement for UK aviation infrastructure, it comes after significant industry-wide delays. The UK government originally set a deadline of June 2024 for major airports to install this technology. Like Gatwick, Manchester, and Stansted, Heathrow faced logistical hurdles, including supply chain issues and the need to reinforce floors to support the heavy scanners, that pushed the completion date to January 2026.
Travelers must remain vigilant regarding the limitations of this new rule. The ability to carry liquids up to 2 liters applies only to passengers departing from Heathrow. Many international destinations, as well as other airports within the UK and EU, may not have completed their upgrades. Passengers transferring through other hubs or returning to Heathrow from airports without CT scanners will still be subject to the traditional 100ml liquid limit. Consequently, purchasing large liquids duty-free or packing full-sized toiletries in carry-on luggage could result in confiscation at the return airport or a connecting security checkpoint. We recommend checking the specific security regulations of all airports on your itinerary before packing.
Do I still need to put liquids in a plastic bag at Heathrow? What is the new liquid limit? Do I need to take my laptop out of my bag? Does this apply to my return flight?
Heathrow Scraps 100ml Liquid Limit Following £1 Billion Security Overhaul
Next-Generation Security Technology
Operational Efficiency Gains
AirPro News Analysis: Context and Traveler Advisory
The “One-Way” Rule Caveat
Frequently Asked Questions
No. The requirement to use clear plastic bags for liquids has been eliminated for departures from Heathrow.
Passengers can now carry liquids in containers of up to 2 liters in their hand luggage.
No. Laptops, tablets, and other large electronics can remain inside your cabin baggage during the screening process.
Not necessarily. These rules apply to departures from Heathrow. You must check the rules of the airport you are flying back from, as many still enforce the 100ml limit.
Sources
Photo Credit: Heathrow Airport
Defense & Military
Morocco Launches Military Aircraft Maintenance Center with Sabena and Lockheed Martin
Morocco partners with Sabena Engineering and Lockheed Martin to build Maintenance Aero Maroc, a facility servicing F-16 and C-130 aircraft by 2026.
This article is based on official announcements and press releases from La Belgique au Maroc and public data.
In a significant move toward industrial defense sovereignty, the Kingdom of Morocco has officially launched the construction of a major military aircraft maintenance center in Benslimane. Known as Maintenance Aero Maroc (MAM), the project is a joint venture bringing together the Belgian aerospace firm Sabena Engineering (part of Orizio Group), American defense giant Lockheed Martin, and the Moroccan state-owned MEDZ.
The new facility, situated approximately 50 kilometers from Casablanca, represents a pivotal shift in Morocco’s defense strategy. By establishing domestic capabilities for heavy maintenance and modernization, the country aims to reduce its reliance on foreign MRO (Maintenance, Repair, and Overhaul) services while positioning itself as a regional hub for military aviation support.
According to official project details, the Maintenance Aero Maroc center will span approximately 9,000 square meters within a dedicated aerospace industrial zone at Benslimane Airport. Construction officially commenced with a groundbreaking ceremony in October 2025, and the facility is scheduled to become fully operational in the second half of 2026.
The site is designed to handle the Royal Moroccan Air Force’s (RMAF) most critical assets. Specifically, the center will provide comprehensive maintenance, repair, and modernization services for the Lockheed Martin F-16 Fighting Falcon and the C-130 Hercules transport aircraft. Official statements indicate that the facility is built with modularity in mind, allowing for future expansion to service additional platforms, including helicopters.
Beyond its military utility, the project is a significant economic driver. While initial announcements highlighted the creation of over 100 skilled jobs, broader project targets aim for 300 highly skilled positions for engineers and technicians. To support this workforce, the partnership includes a strong emphasis on vocational training to ensure local staff meet the rigorous OEM (Original Equipment Manufacturer) standards required by Lockheed Martin.
The collaboration highlights the deepening ties between Morocco, Belgium, and the United States. Executives from the partner companies have emphasized that MAM is more than just infrastructure; it is a geopolitical and industrial milestone.
Stéphane Burton, CEO of Sabena Engineering, described the facility’s regional ambition in a statement: “This project represents a strategic partnership for Sabena Engineering. It will become a center capable of serving other countries in the Mediterranean region. This facility is not just infrastructure, but a symbol of shared ambition and mutual trust between committed partners.”
Similarly, Ray Piselli, Vice President of International Business at Lockheed Martin, highlighted the long-term benefits of the joint venture:
“This collaboration goes beyond industrial capacity building. It creates skilled employment, supports Morocco’s industrial growth, and reinforces our partnership with Orizio Group, demonstrating that genuine cooperation delivers lasting security and shared prosperity.”
The establishment of Maintenance Aero Maroc signals a mature phase in Morocco’s defense industrial strategy. Historically a purchaser of defense equipment, Morocco is leveraging Law 10-20, which established the framework for domestic defense manufacturing, to become a sustainer and modernizer of its own fleet.
We observe that this move serves a dual purpose. Domestically, it ensures higher operational readiness for the RMAF by localizing critical maintenance cycles. Regionally, it positions Morocco as a potential exporter of MRO services to African and Mediterranean allies operating similar US-made platforms. With the backing of Lockheed Martin, the facility gains immediate credibility, potentially drawing business from other F-16 and C-130 operators in the region who seek alternatives to servicing aircraft in the US or Europe.
When will the facility open? What aircraft will be serviced there? Who are the partners involved?
Morocco and Sabena Engineering Forge Strategic Defense Partnership with New Benslimane Facility
A State-of-the-Art Maintenance Hub
Economic Impact and Workforce Development
Strategic Voices on the Partnership
AirPro News Analysis
Frequently Asked Questions
Construction began in October 2025, and the center is expected to be fully operational by the second half of 2026.
The primary focus is on the Lockheed Martin F-16 and C-130 Hercules, with potential future expansion into helicopters and other platforms.
The project is a partnership between the Moroccan State (via MEDZ), Sabena Engineering (Belgium), and Lockheed Martin (USA).
Sources
Photo Credit: La Belgique au Maroc
Aircraft Orders & Deliveries
AirAsia Nears Deal to Acquire 100 Airbus A220 Jets
AirAsia is close to finalizing a deal to buy around 100 Airbus A220 jets, marking a strategic fleet expansion for the Southeast Asian carrier.
This article summarizes reporting by Reuters and Tim Hepher.
AirAsia is reportedly in advanced negotiations to acquire approximately 100 Airbus A220 aircraft, a move that would signify a major strategic pivot for the Southeast Asian budget carrier. According to exclusive reporting by Reuters, the airline is “closing in” on the agreement, which would mark its first entry into the dedicated regional jet market.
Industry sources indicate that the deal could be finalized soon, with the upcoming Singapore Airshow, scheduled for February 3–8, 2026, viewed as a probable venue for an official announcement. If completed, this acquisition would diversify AirAsia’s fleet, which has been dominated by larger narrowbody aircraft for over a decade.
The reported agreement involves a firm order for around 100 jets. While specific variants have not been confirmed by the airline, industry analysis suggests the carrier is targeting the A220-300, the larger variant of the family, which is favored by low-cost carriers for its higher seating capacity and unit cost efficiency.
Based on 2025 list prices, a deal for 100 A220-300 jets would be valued at approximately $9.15 billion. However, large-scale orders of this magnitude typically attract significant discounts from manufacturers, meaning the actual transaction value would likely be substantially lower.
“Airbus is closing in on a deal to sell around 100 A220 jets to AirAsia…”
, Reporting by Tim Hepher, Reuters
This potential order comes as AirAsia completes a significant corporate restructuring. In January 2026, AirAsia X completed its acquisition of Capital A’s aviation assets, consolidating short-haul and long-haul operations under a unified “AirAsia Group” umbrella. This streamlined structure appears to be facilitating a more cohesive, group-wide fleet strategy.
For years, AirAsia has operated a standardized fleet of Airbus A320 and A321 aircraft. The introduction of the A220 would represent a departure from the single-type fleet model often strictly adhered to by low-cost carriers (LCCs). However, the move aligns with a post-pandemic industry trend toward “right-sizing” capacity. The A220-300, typically seating between 130 and 160 passengers, sits below the capacity of the A320neo (180+ seats). This allows the airline to:
The Shift from Volume to Precision
We view this potential order as a signal that AirAsia is moving from a “survival mode” strategy to one of “smart growth.” Historically, LCCs in Southeast Asia have chased volume on trunk routes using the largest possible narrowbodies (like the A321). By opting for the A220, AirAsia acknowledges that the next phase of growth lies in connecting secondary and tertiary markets that cannot support 180-seat aircraft.
Furthermore, this is a significant win for the Airbus A220 program in a region where it has faced stiff competition. Reports indicate that AirAsia also evaluated the Embraer E195-E2. Selecting the A220 reinforces Airbus’s dominance in the carrier’s fleet, despite the A220 having a different cockpit and supply chain than the A320 family.
AirAsia launched in 1996 with Boeing 737-300s before transitioning to an all-Airbus fleet to standardize maintenance and training. Introducing a second fleet type adds complexity, but the operational savings of the A220 on specific routes appear to outweigh the costs of diversification.
According to market reports, the deal is not yet signed, and negotiations regarding pricing and delivery slots are ongoing. However, the timing aligns with the industry’s recovery trajectory, where airlines are locking in delivery slots for the late 2020s to secure future capacity.
Report: AirAsia Nears Deal for 100 Airbus A220 Jets
Details of the Potential Acquisition
Strategic Rationale: Right-Sizing the Network
AirPro News Analysis
Fleet Evolution and Competitor Context
Frequently Asked Questions
Sources
Photo Credit: AirAsia
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