A brand identity is never finished

Together with Schiphol, Edenspiekermann revitalized the Schiphol brand in 2017. I was creatively and financially responsible for the refreshed visual identity. As an independent designer and art director, I have continued to work regularly for Schiphol since 2018. Because circumstances change, and a vital brand makes sure it stays up-to-date.

Brand development
Brand building
2016-present

A brand identity is never finished

Together with Schiphol, Edenspiekermann revitalized the Schiphol brand in 2017. I was creatively and financially responsible for the refreshed visual identity. As an independent designer and art director, I have continued to work regularly for Schiphol since 2018. Because circumstances change, and a vital brand makes sure it stays up-to-date.

Brand development
Brand building
2016-present

As colorful as the world

One of the important building blocks of brand style is a palette of 37 skies. These represent different places around the world at different times of the day. As a recognizable element, we use an angle of 20 degrees, the take-off angle of most aircraft. We have a tone of voice that is honest and friendly. And, when appropriate, we also occasionally add a little humour.

Passengers, cargo and real estate

Schiphol is a complex organization. In addition to passenger flow, there is also real estate, freight, shopping and parking. We developed a colorful and broad visual identity. This allows Schiphol to communicate appropriately with very diverse audiences, from passengers to business partners. Because all organizational units have their own resources, audiences and messages. We have therefore created a wide range of inspirational examples. From online and screen applications to print, clothing, correspondence and reports, power point, video and social media, cleaning carts, vehicles, etc.

Schiphol in 2023

The world does not stand still. Schiphol has a different image for passengers in 2023 than it did in 2017. So communication changes as well. To provide a seamless and recognizable customer journey, we now have a set of fixed choices in color, tone-of-voice and form for all communications to passengers.

More than just form

About a dozen agencies from a variety of disciplines started to work with the new brand style in 2018. The brand portal is an important tool that ensures everyone understands and applies the visual identity. Together with Schiphol, I optimized the structure and content of this portal.

In 2020, I helped develop a unified style for all parties who create maps, plans and directions. This is not just about form. For airport security, it is crucial that maps are always up-to-date as much as possible. For this, we have developed a new protocol with the organization. There is one database that is the source for all maps; all changes are incorporated into it.

Digital Airport Progamma

Schiphol is deploying the latest digital innovations to get a handle on everything that happens in the terminal. Airport Control is part of the Digital Airport Progamma that was launched to keep the 500,000 flight movements per year under control. We developed an introductory video with Airport Control in 2017 showing how all the innovations eventually come together and what it will accomplish. The entire program is aimed at helping people in operations make better decisions and work together more smoothly. So we got people from different parts of the chain to speak. The complex processes were visualized in animated infographics.

Brand Development 2016-2017
Edenspiekermann: Danny Kreeft, Marieke Griffioen, Suzanne van Gompel, Jonne Kuyt, Jerry den Ambtman, Titia Schoenaker, Margriet Lappat, Floor Herman.
Photography: Niels Stomps and Chantal Spieard (Fotoformation), Roel van Koppenhagen, Bart Brussee.

Airport Control 2017
Edenspiekermann: Marieke Griffioen (Concept and art direction), Ginette Lavell (Copy)
Illustrations: Robert Vulkers
Video: Crossmark Pictures
Motion: Graphics Harold Houdijk

Design and art direction for various projects 2018-present
Such as brand portal, maps, communication concept for COVID measures and building partitions

Visual identity for passengers 2022
Design: Marieke Griffioen
In collaboration with Brand Potential: Marco de Meijer, Jorge Dallos, Joyce Vaes
And Schiphol Digital: Claudia Aio