Unifying design strategy for the sustainable airports of the future


Swedavia is a state held company that owns, operates and develops ten strategically important airports in Sweden. These airports open up Sweden to Europe and the rest of the world, thus creating the accessibility needed in order to accommodate tourism, business opportunities, meetings and so forth. Every year Swedavia’s 2,400+ employees welcome, guide and assist approximately 39 million travelers. In 2016 seven airports reached an all time high in visitors, and direct flight lines to new destinations are quickly adding up. The pressure is high, to say the least. Thankfully, Swedavia is a world leader in developing sustainable airports with the least possible environmental impact. 


A highly dynamic organisation, operating in a very complex environment, calls for a strategic as well as holistic approach to design. Especially when the organisation’s vision is to create ”the airports of the future”. SDL’s ongoing strategic work involves testing, developing and implementing Swedavia’s visual expression across all touch points. We have worked with Swedavia for almost 4 years, and look forward to the years and projects yet to come. We are proud to deliver our services to such an admirable and important company.


Based on Swedavia’s values, brand platform and insights fetched from extensive research, SDL has developed a sustainable creative concept, design strategy, signage, imagery and a variety of manuals. With these tools in hand, Swedavia’s airports are able to work together towards a common vision with a unified design strategy. SDL has consistently worked from a consumer perspective, focusing on simplifying and improving the experience for both travelers and store/restaurant owners alike. All touch points where Swedavia can make a difference have been carefully considered.


During the last couple of years the new concept has been implemented with positive effect. When we started our collaboration with Swedavia each airport had its own identity. Today, all ten airports share a unified visual expression and one logotype, ensuring both internal efficiency and external coherence. To support each airport we have created various manuals and templates which have been effectively rolled out throughout the organisation. The foundation of a strong and dynamic brand is in place, ready for the growth and expansion that Swedavia’s vision entails. We will continue to test, develop and implement design solutions to support this grand vision.

Project partner: Thomas Eriksson Arkitekter