Noted: New Logo and Identity for Western Sydney Airport by Traffic
“Flight of the Gradients”
(Opening 2026) "Western Sydney International (Nancy-Bird Walton) Airport (also known as Western Sydney Airport) is the site for the second Sydney airport, located within the suburb of Badgerys Creek. The Airport is planned to have 24 hour and curfew-free operations. Construction of Stage 1 of the Airport began on 24 September 2018 and is expected to be complete by December 2026. The site was officially designated by the Federal Government on 15 April 2014, after decades of debate on the location of another airport within the Sydney basin." (Wikipedia)
Traffic (Melbourne and Sydney, Australia)
Traffic project page
Driven by the brand essence of ‘take flight’, Traffic created a timeless, yet future focussed brand identity for Western Sydney Airport. Always moving forward, this new identity reflects the mechanics of flight – crafted from triangular fins, the logo mark points to the future and embraces momentum. Its form interconnects, reflecting the paths we take on journeys between destinations and the importance Western Sydney Airport plays within the global matrix of travel. This new identity has been deployed on a wide range of brand materials, including a hard hat that featured on the head of our Prime Minister, Scott Morrison at the launch ceremony.
Images (opinion after)
The old logo had a definite placeholder vibe, so no point in spending too much time on it other than to acknowledge it didn’t suck. The new logo, on the other hand, I wouldn’t go as far as saying it sucks — in part because I don’t roll like that — but it’s not good. I think there was a good idea there in the beginning of slicing through a big arrowhead-like shape with a smaller, zooming element but the result is three, very oddly-shaped triangles that are not integrated in any way. The gradients are confusing and the purple shape just looks like it’s sticking out instead of parting through the green shape. The large size of the icon in relation to the wordmark doesn’t help either, as it makes the icon feel more plodding than nimble. The wordmark is fine. The main graphic treatment brings together more weird triangles and more gradients — at a glance it’s sort of fine and energetic but it’s not that interesting after that. Even though I am not the biggest fan of this, I’ll admit that all the triangles and gradients do make this feel like a lot of things are moving through at quick speeds which I guess works for an airport.