Toronto Pearson Airport: Aligning Brand and Vision
As global travel rebounds in the wake of the pandemic, airports are once again thriving hubs of movement and connection. With a bold new vision and major renovations ahead, Toronto Pearson International Airport recognized the need for a refreshed identity — one that could build trust, inspire confidence, and point to the future of the airport experience. Pearson came to BMD to help reflect this transformation in its brand, while keeping its logo intact.
The new visual identity and voice for Pearson needed to stand out through a clear, cohesive system that could flex across a diversity of applications and channels, from safety notices to social media to environmental graphics. At its core, the new identity aimed to evoke a sense of forward motion — reflecting both travel and transformation.
A flexible grid system, inspired by flight paths and vector lines, underpins the graphic system — allowing layouts to scale and adapt while maintaining consistency.
Typography is modern and approachable, featuring tall x-heights, open apertures, and geometric shapes — a perfect balance of functional and friendly — working across informational, marketing, and social programming.
The color palette builds on the legacy logo’s original hues, introducing a joyful, modern range of tones. A grounding navy brings authority and trust, while brighter accents add energy and optimism to the travel experience.
Along with the visual identity, Pearson’s new brand voice works to create a sense of optimism and ease. It was important that the airport sounded approachable with an empathy for the traveler’s journey.
Over time, Pearson’s brand had become fragmented and overly complex. Sub-brands for programs and initiatives multiplied, each with its own logo and visual style. Our goal was to bring clarity and cohesion back to the system. We developed a visual hierarchy and system that ensures all initiatives clearly ladder up to the Pearson parent-brand. The consistent framework makes it easier for audiences to navigate and simpler for the internal team to manage.
BMD was closely involved in the rollout across key touchpoints — from bold, brand-forward welcome moments to essential safety and informational signage. The holistic brand identity is able to maintain visual and tonal consistency while flexing seamlessly across environments, from the warmth of traveler-facing messaging to the precision of operational and corporate communications.
As part of the launch, we collaborated on Pearson’s website. The updated site is more welcoming and intuitive, with restructured modules, improved content hierarchy and refreshed copy aligned with the new brand voice.
The design is inspiring, practical and adaptable — a modernized Pearson brand.Jordan Adams, Associate Director, Corporate Marketing and Design at Toronto Pearson
As part of the refresh, we defined and art directed a photography style that aligns with the new identity, capturing the scale and energy of the airport.
BMD continues to be a creative partner and brand steward for Pearson, helping implement the new identity across the airport from their parking branding and welcome signage to corporate events.
