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  • Bespoke pictograms for airport way finding
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  • Bespoke pictograms for airport way finding

    Unifying design strategy guides 30 million visitors at the sustainable airports of the future


    Swedavia owns, operates and develops the ten most important airports across Sweden. Its 2,400 employees greeted, guided and helped the 33.5 million passengers that flew via Swedavia’s airports in 2013. Swedavia’s business creates the access Sweden needs to facilitate travel, business and meetings – in Sweden, Europe and around the world. With a strong focus on customers, sustainable development, safety and security Swedavia is the world leader in developing airports with the least possible environmental impact. In 2013 the group’s revenue was more than 5.2 billion SEK.


    A highly complex environment and dynamic business requires a strategic and holistic take on design. Especially when the brand vision is to create ’The airports that you look forward to visiting’. SDL’s ongoing strategic assignment is to interpret and develop Swedavia’s visual identity for the physical environment in order to make the airports more attractive and increase the overall customer experience and ambience at the airports. Swedavia is aware that the physical environment plays a significant role in the overall customer satisfaction levels and has a direct impact on time and consequently money spent at the airports.


    Firmly grounded in Swedavia’s values and brand platform, together with insights extracted from thorough research, SDL has developed a sustainable creative concept, design strategy and design manual, which enable Swedavia and the ten individual airports to align and work consistently towards the same vision of more attractive and inspiring airports. SDL’s focus throughout the creative work was always the customer perspective. Therefore all the touch points in the customer journey where Swedavia can make a difference and demonstrate respect and value for the customer’s time were carefully considered. SDL has also in parallel updated the overall signage system for Swedavia’s wayfinding and navigation. All summarized in a new signage manual.


    SDL’s programme of work continues and the design strategy is being further developed and refined. But already Swedavia have begun to implement the design strategy and the new signage system at several airports across Sweden and the measurable effects are visible, reflected in increased customer satisfaction levels but also greater cost-efficiencies thanks to common denominators that can be used across the network of airports.

    Project partner:

    Scope of work

    Brand and design strategy
    Service design
    Digital design
    Graphic design
    Signage system
    Interior design and architecture
    Brand compliance support