November 23, 2010 - In preparation for its 10-year anniversary next year and to highlight its many successes, the Jacksonville Aviation Authority (JAA) unveiled a new branding campaign designed to build better awareness of the city’s vibrant aviation system.  

The branding campaign includes a new overall logo for the authority, new logos for each of its four airports, the renaming of three of the airports and new websites. JAA was created in 2001 by the Florida Legislature and has been using the same brand identity since then.  

“The new ‘umbrella style’ logo concept integrates a more recognizable symbol of aviation while adding an element to represent each of the four airports in the system,” JAA Executive Director/CEO Steve Grossman said.

The Authority’s new logo system gives each airport its own unique identity while still fitting into a brand hierarchy for the JAA. The new logos include depictions of an airplane to symbolize the Authority, and a subtle nod to the bridges in Jacksonville that cross the St. Johns River. The new brand will focus on the tagline; “Going Beyond, Daily.” This idea represents the mission of the JAA brand to serve Northeast Florida and Southeast Georgia by positively impacting the economy, the community and the experiences of everyone who comes in contact with the JAA.  

“With this branding effort the goal is to introduce design and messaging that speak specifically to the region, capture the personality of each airport and the great spirit of JAA employees,” said John Montgomery, president of Big Communications, the consulting firm hired to guide JAA through the branding process. “We look forward to evolving the campaign over time to assist the Authority with its goals for the future.”