Alpha hires agency to refresh corporate branding

Gavin Lipsith

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Bibliothèque has been briefed with the challenge of reinvigorating Alpha Airports Group’s business-to-business image

Alpha Airports Group has appointed design agency Bibliothèque to refresh its corporate identity and to strengthen Alpha’s business-to-business (b2b) brand presence. Bibliotheque—whose other clients include Nokia, Motorola and Adidas—has been asked to communicate Alpha’s brand credentials and vision for the future under its new management team.

Alpha will retain its distinctive pink logo, which will become more a b2b brand than a consumer-facing one. The refreshed corporate identity will be used across the range of airline and airport customer facing communication touch points, from truck design, to business documentation and exhibition stand design.

Alpha CEO Peter Williams said: “We operate in a highly dynamic market and face an exciting future, with Alpha continuing to innovate and drive the travel retail and catering services industry forward. Our corporate identity needs to reflect this dynamism and to move with us, not only to support but also to refine the industry’s perception of Alpha and what we have to offer.”

Bibliothèque director Tim Beard said: “Alpha has given us an exciting and challenging brief. Our starting point is with an existing corporate identity that has a strong resonance within its competitive landscape and that is strongly aligned with Alpha’s reputation as a leading aviation support service company. We’re not setting out to create a new identity but our brief is to make the existing Alpha identity work harder to deliver, through design, a repositioning of the brand to Alpha’s b2b customer audience.”