As Munich Airport celebrated its 20th anniversary and climbed the ranks as one of Europe’s busiest travel centers, its brand had fallen out of step with its ambition. A beloved “M” logo still held recognition—but the airport’s divisions, voice, and visual system were fragmented and unclear. To compete on the global stage, the brand needed a unifying idea and identity that could reflect the future of seamless mobility.
I spent four months in Interbrand’s Cologne office co-leading the project with an international team, developing a new brand strategy, visual identity, and architecture that brought coherence and depth to the Munich Airport experience.
Anchored in the idea Verbindung leben (“Living ideas—Connecting lives”), the refreshed identity retained the equity of the “M” while transforming it into a symbol of momentum and purpose. A new color palette, bolder type, emotionally resonant imagery, and slanted layout lines inspired by airport architecture brought the system to life—visually echoing the rhythm of movement and the joy of travel.
The result is a brand that elevates Munich Airport beyond infrastructure—expressing its role not just as a hub, but as a place where people, ideas, and experiences truly connect.