Contents 1

Introduction 2 Uniforms Counters

Strategic foundation 3 Uniform programme 19 Concept 30
Design concept 4 Expression 20 Desks 31
Flexibility 21 Check-in 32
Basic elements Colour coding 22 Accessibility 33
Basic elements 5 Materials 34
Logo 6 Signage
The bee 7 The signage programme 23 Vehicles
Typography 8 Landside 24 Bus fronts 35
Font characteristics 9 Concept 25 Bus sides 36
Colour scheme 10 Wayfinding 26
Photo style 11 Product requirements 27 Electronic media
Illustrations 12 Electronic signs 28 Homepage 37
Cafés 29 Website pages 38
Printed media PowerPoint 39
Stationery line 13
Stationery line 14
Check-in 15
Menus 16
Boarding passes 17
Baggage labels 18
Introduction 2

The opening of the new terminal coincided with the

presentation of a comprehensive corporate branding
C o m m u n i c a t i o n p l a t fo rm Visions of Billund Airport.

The branding is the result of years of intensive

C o r e va l u e s cooperation between Billund Lufthavn and Kontrapunkt
and comprises an extension of the business concept to
include a vision, mission statement and set of core
values.
C o m m u n i c a t i o n p l a t fo rm
w r i t te n m a te r i a l to n e A communication platform has also been devised
1D.
L A N G U AG E
CO M M U N I C AT I O N
which positions the core values in relation to the
we b c o r p o ra te i d e n t i t y
communication tasks determined by the users.
4D. 2D.
p o we r p o i n t I N T E R AC T I V E VISUAL a d ve r t i s e m e n t s The design programme includes a new name and a new
CO M M U N I C AT I O N CO M M U N I C AT I O N

set of basic visual elements: a logo, unique corporate

video 3D. m a r ket i n g typeface, colour scheme, etc.
S PAT I A L
CO M M U N I C AT I O N

u n i fo rm s signage The design covers printed media, uniforms, airport

signage, interior furnishings, vehicles and electronic
media.
i n te r i o r

C o m m u n i c a t i o n c o d ex
t rave l - o r i e n te d s e r v i c e s
t rave l - r e l a te d s e r v i c e s
commercial services
p e r s o n n e l / te ch n i c a l sta f f
Strategic foundation 3

The strategic foundation for the airport's corporate

branding has been created using several tools:
C o r e va l u e s
• A vision of 5 million passengers a year
• A mission that includes being West Denmark's
international airport
• A goal to be #1 both in Denmark and Northern
Europe in terms of service

A set of core values has also been defined:

• Presence
• Accessibility
• Simplicity
• Nordic
Presence Ac c e s s i b i l i t y Simplicity Nordic
The strategic foundation has resulted in e.g. the airport
adopting the more international name Billund Airport,
which also acted as the framework for the three-year
design development work.
Design concept 4

The airport’s core values and other strategic tools

formed the basis for developing the new design
concept for Billund Airport. The design highlights
horizontal and rectangular shapes to harmonise with
the airport’s horizontal architecture and to symbolise
pure, clear lines.

Kontrapunkt A/S
Christians Brygge 28
1159 København V

Att: Peter van Toor n Brix

Kære Anders

VEDR Ø RENDE NYT DESIGN TIL BILLUND AIRPORT 30. SE PT E MBER 2002

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Basic elements 5

The visual basis for the branding has been created

using a number of design elements: logo, Billund
Airport typography, colour scheme, the bee and
photo style. These elements were developed to
form a complete corporate branding that covers
many activities and media, from boarding passes
to airport buses and check-in desks.

air 43
Logotype Basic elements 6

The logotype is developed from the font of the same

name. The left-hand side of the line crossing the "t"
has been removed bringing the letters closer together.
This results in a better visual unity and also ensures
that the difference between the logotype and the name
written with normal type is visible. "Billund" is in bold
and "Airport" is in regular. This gives the logo character
and highlights the name Billund.
The bee Basic elements 7

The name Billund dates back to the Middle Ages and

simply means "bee wood", that is a wood with bees.
The bee is, thus, represented in the name and is also
a good metaphor for flight. The bee represents both
the airport name and the industry and was chosen as a
welcoming and appropriate symbol for Billund Airport.

The bee is not a trademark but acts as an identity-

bearing and attention-creating figure that spontane-
ously pops up here and there, as bees do naturally.
The friendly, simple design expresses the warmth of
the Jutland Danes. The bee also has a functional
purpose, as it is used in various contexts such as in
the patterns on the fabric used for the uniforms.
Typography Basic elements 8

The airport makes extensive use of written

communication on signs, uniforms, in interior
decoration and on a large variety of printed
matter. Using the "Billund Airport" font gives
every written message a clear brand signal, even
when the logo does not appear. The font has been
developed and tested for maximum legibility in all
media. Its expression is simple, functional and, at
the same time, appealing.

The typography has been developed in both

PostScript and TrueType as well as in regular,
bold and italics.
Font characteristics Basic elements 9

The specially designed Billund Airport font is a

distinctive central theme of the corporate branding.
It communicates the airport's identity in all written
media, even when the logo is not used.

The typeface is distinctive with an uncomplicated,

simple expression that is functional and technical
while remaining human, accessible and appealing.
The typeface originates from the family of monospace

Airline 1 234 fonts that are associated with the airport arrival and
departure boards we saw years ago.

The typography has been developed in both PostScript

and TrueType, and has been converted into low reso-
lution LCD displays on which each letter is form ed by
squares. It is also implemented on TFT screens that,
like the LCD displays, are used to show departure and
arrival times, etc.

The most important parameter in the development of

the typography has been the requirement of optimal
legibility in all media and that it should be easy to
decipher, even from a distance. As a result, it is very

Airline 1 234 simple in expression, with open lettering and a squarer

form suitable for electronic media.
Colour scheme Basic elements 10

Billund Airport has two primary brand colours:

Yellow and dark grey. The colour yellow represents
both continuity and innovation in relation to the old
visual identity, which featured warm yellow and red.
Naturally, the colour yellow is also a direct reference
to the bee. The dark grey reflects the airport archi-
tecture and helps the signs and other furnishings to
blend in naturally with the airport interior.

A palette of secondary brand colours are inspired by

the airport surroundings. The violet and green reflect
the wild heather in the fields surround the airport.
These secondary colours also feature in the airport
interior for purely aesthetic reasons to denote
functions, floors levels, etc.
Photo style Basic elements 11

The printed and electronic material features a

homogenous photo style that focuses on details
and motifs representing the employees, customers,
interiors or machines. These photos are often taken
from surprising angles.
Illustrations Basic elements 12

The illustrations also convey a special visual style.

Accessibility and simplicity are the key words for such
outlines. The aesthetic expression of the illustrations
is another important parameter for the signals the
airport sends to its customers.
Stationery line Printed media 13

The airport's stationery line is simple and light in

expression. The bee is part of the electronic
template, and when letters and other material are
printed out, it pops up in different, selected places
as a dynamic, surprising graphic element.
Stationery line Printed media 14

IT templates have been developed for a number of

functions, each customised to suit the various needs
of the individual departments.

The preprinted logo is used on all A4 sheets.

Check-in Printed media 15

To ensure a consistent visual coherence, all types of

publications have the same simple, streamlined layout.
Front covers and inside pages aim for a simple and calm
expression. Names and titles are shaped according to
the same principle used in the Billund Airport logotype,
with one word visually highlighted.

This is a proposal for an airport magazine cover.

Menus Printed media 16

All menus have an image area on the front cover that

symbolises the café, bar or restaurant. Although all the
menus share the same layout, each has its own special
identity.

Each café has its own name and reflects the overall
brand.
Boarding passes Printed media 17

Boarding passes are one of the most important

identity elements for an airport. In Billund, the
ambition was to transform boarding passes from a
very technocratic document that permits passengers
to board planes into a stimulating and fascinating
aspect of the travel experience.
Baggage labels Printed media 18

A range of baggage labels has been designed in a

variety of versions with travel-related pictures. They
project the spirit of experience and expectation peo-
ple feel when travelling. And these baggage labels will
carry the Billund Airport brand all over the world.
Uniform programme 19

The uniform programme has been produced in

cooperation with designer Vibeke Lassen Nielsen.

Billund Airport's 600 employees carry out a wide

variety of functions that require many types of
uniforms and work clothes. However, the numbers
involved mean it is uneconomical to produce and
stock customised uniforms. The challenge facing
the design team has, to a great extent been, to
create and add an identity and recognisibility to
existing off-the-peg clothes.

In cooperation with Kontrapunkt, designer

Vibeke Lassen-Nielsen adjusted the styles and
selected materials and colours of existing and well-
tested designs and fits. The colours match those of
the airport's brand colours, and the materials have
been chosen with the core values of simplicity and
accessibility in mind.

The Billund brand has then been added to the clothing

using few but powerful features: the logo, which also
functions as an ID card holder, the bee that adorns
the chef's jackets and the heather-coloured scarves.
The uniform programme has been developed in close
dialogue with the employees to accommodate many
functional and communicative requirements.
Expression Uniforms 20

Airport uniforms must project both authority and

approachability. The employees must also feel well
dressed and comfortable in the uniforms so that they
have the energy to be the airport's positive face to the
outside world.
Flexibility Uniforms 21

The programme is economical and rational, with a

series of basic elements that can be put together
and accessorised to suit the function and the individual
employee's specific needs and preferences. In addition,
the work clothes used by certain staff groups must
comply with international safety regulations, especially
regarding visibility and inflammability.
Colour coding Uniforms 22

Billund Airport's primary and secondary brand colours

are used to draw attention to the various work areas
and functions. The colour yellow is used for employees
dealing directly with travel-related customer contact
e.g. at Information and Check-in, while the colour violet
is used for employees in the lounge areas.

A pattern based on the bee's wings is used in the

design of the scarves and ties.
The signage programme 23

Airports have many communication tasks: directional

information, statutory requirements and service
tasks. All these tasks must be communicated in a
common language with shared aesthetics. The signs
inside and outside the building have a shared
construction concept. The outdoor signs are in
glass, aluminium and steel. An important part of
the aesthetic metaphor is based on the simple but
easy-to-read purpose-designed typography.
Landside The signs 24

The simple outdoor signs are e.g. freestanding pylons

that welcome and guide passengers and other guests.
Landside is characterised by the hustling taxis – the
counterpart of the aircraft.
Concept Signage 25

The airport signage, like the other sub-elements, is

based on Billund Airport's core values and visual
identity. The main colours are the airport's two primary
colours, because the contrast between them ensures
excellent legibility, while at the same time resulting in
signs that fit in naturally with the dominant colour at
the airport, which is grey.
Wayfinding Signage 26

The point of departure for putting up signs is that

travellers need to find their way or obtain information
simply, comfortably and clearly.

This effect is achieved by giving the signs optimal

positions and by carefully considering their size and
legibility. It has also been an aim to use as few signs
as possible to cut out information overload.
Product requirements Signage 27

The shapes and materials of the signs (glass,

aluminium and birch veneer) were chosen to
complement the counters and to harmonise
with the other interior furnishings at the airport.
Electronic signs Signage 28

The electronic signs satisfy the airport's need for

dynamic signs that can be quickly updated or changed.
TFT screens and LCD displays are integrated into the
sign landscape in different ways and the result is
a simple and accessible communication interface.

The Billund Airport typography has been designed so

that the letters appear simple and easy to read on the
electronic signs.
Cafés Signage 29

The sign landscape also includes indoor signage such

as those used for cafés, offices and various banners
and shop fronts. Outdoor signage include signs on
facades and those on the forecourt and car park.

Even letters consisting of bent neon tubing can easily

express the Billund Airport identity.
Concept Counters 30

Kontrapunkt's comprehensive range of airport furni-

ture includes desks, counters and related furniture.
The design has been developed in accordance with
the Billund Airport core values and the furniture inter-
plays well with the airport architecture. The quality
of expression and materials have been emphasised.

The coherent programme of furniture helps travellers

work out where to get the help or service they require.
The furniture is part of the visitors' first impression
of the airport but it also makes up the everyday work-
place for the many employees at Billund Airport. The
designs were therefore developed in close dialogue
with the airport staff.

The furniture is relatively low-level, partly to cater

for wheelchair users but also to enhance the feeling
of accessibility. The furniture needs to function in
an environment that can sometimes be noisy and
hectic. Therefore, all unnecessary details have been
eliminated, giving the furniture a calm, stable and
authoritative appearance.
Desks Counters 31

The range includes a total of 26 different pieces

of furniture that vary in complexity from simple
counters and brochure stands to complex check-in
desks and passport control boxes.
Check-in Desks 32

The check-in desks are an example of very complex

and compact units where functional requirements
and psychological considerations in relation to both
employees and visitors have been decisive for the
design. Ergonomics, climate, lighting, consideration
for the handicapped, cleaning, wear and tear and
security are examples of parameters included in the
design process.
Accessibility Desks 33

Where screening off is necessary, glass sheets

have been used with a relatively transparent pattern
giving the screens an appearance of being light parti-
tions rather than actual barriers.
Materials Desks 34

The furniture is made in birch veneer, brushed steel

and patterned glass; materials that highlight the light
Nordic style. The horizontal lines and streamlined
rectangular shapes are emphasised and rough joints
with visible veneer edges help to underline the simple,
honest expression. One exception is the furniture
in the Business Lounge, which has some rather more
refined details. This furniture is in mahogany, brushed
steel and smoked glass.

The pattern that is repeated in shelves for bags and on

writing surfaces is an abstract image of the bee's wings
to contrast with the sharp, streamlined design.
Bus fronts Vehicles 35

The visual identity has also been implemented on

all vehicles, e.g. on buses that drive out on the
tarmac and from the airport to the car parks. The
colour yellow has been adjusted to comply with
safety regulations.
Bus sides Vehicles 36

The vehicles display the logo in negative against

a grey background. This harmonises with both the
signs and stationery line, and stimulates instant
recognition.
Homepage Electronic media 37

Kontrapunkt has developed the design concept and

guidelines for Billund Airport's homepage. The site
follows the horizontal lines and rectangular shapes
of the design concept. Kontrapunkt has also adapted
the colours and typography in headings as well as the
icons for electronic media.
Website pages Electronic media 38

Kontrapunkt has helped design the flight charts,

tables, etc. on the website.
PowerPoint Electronic media 39

In PowerPoint, the logo appears against a grey back-

ground as in the stationery line and the colours and
typography are adapted for the electronic media.
The bee appears on the title page in various places.
Billund Airport 2002

• 40.000 sqm.
• Capacity 3.5 mill. passengers per year
• 10 aircraft parking stands with air bridges
• 16 remote aircraft parking stands
• Carparking for 6.000 cars

Billund Airport 2002

Billund Airpor t 2002 01.06.2002 16

Billund Airpor t 2002 01.06.2002 16