SAT
Rebranding
With a record-breaking number of passengers in 2023, a growing roster of nonstop destinations (including the region’s first nonstop transatlantic flight), and plans for a new terminal underway, San Antonio International Airport was due for a rebrand that would reflect its elevated travel experience.
The K Harvey team developed a new look, tone, and feel designed around the airport’s call sign, SAT. The rebranding included a shift to colors reflecting the broad South Texas skies, and the spectrum conveying San Antonio’s rich cultural heritage. The gradient hues evoke the early morning sunrise, symbolizing the promise and potential that a new day brings. The runway, formed by the letter A, represents the excitement of taking off to new adventures.
Before we embarked on introducing the new brand to the general public, we worked with internal audiences to foster excitement and
gain their buy-in as true SAT brand ambassadors. The big reveal was a successful onsite event where the press, regional business leaders and SAT employees heard from congressional representatives, city officials, and airport leadership about this milestone moment and the momentum propelling SAT towards a greater, global stage.
