Silicon Valley Airport Gets New Name

<p><strong>SAN JOSE<&sol;strong> &&num;8212&semi; Silicon Valley&&num;8217&semi;s home airport is getting a slight new name change&period; Instead of Mineta San Jose International Airport&comma; the airport will now be known as <a href&equals;"https&colon;&sol;&sol;www&period;flysanjose&period;com&sol;">San José Mineta International Airport &lpar;SJC&rpar;<&sol;a>&period;<&sol;p>&NewLine;<p>The airport was named for the late congressman and Secretary of Transportation Norman Mineta in 2001&period; He passed away last year&period;<&sol;p>&NewLine;<p>The name change comes after an extensive process by SJC&comma; aimed at resolving lingering confusion around the name from customers around the world&period; The new branding initiative means an overhaul of SJC’s public-facing identity&comma; including a new brand name&comma; logo&comma; colors&comma; tagline&comma; and marketing materials&period;<&sol;p>&NewLine;<p>&OpenCurlyDoubleQuote;We are thrilled to re-introduce Silicon Valley’s airport to the world with these new brand elements&comma;&&num;8221&semi; said <strong>John Aitken&comma; Director of Aviation at SJC&period;<&sol;strong> &&num;8220&semi;The process of examining and redeveloping our brand identity was crucial in helping us develop a deeper understanding of our community and what we needed to do to ensure we provide the best possible experience to our passengers and visitors&period;”<&sol;p>&NewLine;<p><strong>WHAT’S IN A NAME&quest;<&sol;strong><br &sol;>&NewLine;The new brand name&comma; San José Mineta International Airport&comma; was selected to lead with location&comma; helping travelers find SJC and strengthen the geographical association with San José&period; It also moves &OpenCurlyDoubleQuote;Mineta” to the heart &lpar;center&rpar; of the name&comma; and uses fewer words&comma; which simplifies the visual identity and reflects the SJC’s brand promise of a streamlined airport experience&period; The name change only applies to the Airport’s public brand&period; An official name change would require action by City elected officials&period;<br &sol;>&NewLine;In addition to the new brand name&comma; the new brand identity package includes a new logo&comma; and other visual elements that will be reflected across SJC’s signage&comma; bus wraps&comma; advertising&comma; and communications materials for the Airport&period;<&sol;p>&NewLine;<p><strong>PROCESS AND RESEARCH<&sol;strong><br &sol;>&NewLine;The Airport&&num;8217&semi;s rebranding effort is a result of an extensive strategic research and brand development process conducted by SJC and marketing consultant&comma; GALE Partners&period; Multiple market research studies identified brand elements that resonate with the local community and travelers around the world&period; The research indicated that travelers did not widely associate the Airport’s previous branding with San José or the Bay Area&period;<&sol;p>&NewLine;<p><strong>NEW BRAND ELEMENTS<&sol;strong><br &sol;>&NewLine;The new design elements incorporate updated colors and graphics and are designed to provide consistency&comma; accessibility&comma; and familiarity across all customer touchpoints&period;<&sol;p>&NewLine;<p><strong>New Brand Name&colon; <&sol;strong>San José Mineta International Airport<&sol;p>&NewLine;<p><strong>New Tagline&colon; <&sol;strong>Fly Simple&period;<&sol;p>&NewLine;<p><strong>New Logo&colon; <&sol;strong>The new logo features a modern graphic identity that reflects the vibrancy and energy of Silicon Valley while providing simple and intuitive design elements&period; The new logo&comma; presented vertically and horizontally&comma; depicts the concept of &OpenCurlyDoubleQuote;forward motion&period;” It is a simplified combination of symbols commonly found while traveling through an airport &&num;8212&semi; an overhead view of an airplane&comma; its wings&comma; and airfield directional symbols&colon;<&sol;p>&NewLine;<p><img class&equals;"align-center" src&equals;"https&colon;&sol;&sol;www&period;flysanjose&period;com&sol;sites&sol;default&sol;files&sol;users&sol;user143716&sol;SJC&lowbar;Vertical&lowbar;Blue2&period;png" alt&equals;"" width&equals;"203" height&equals;"175" data-entity-type&equals;"file" data-entity-uuid&equals;"8b1f0425-e3f7-4178-9765-3f6c8ebddc13" &sol;><&sol;p>&NewLine;<p>&nbsp&semi;<&sol;p>&NewLine;<p><strong>New Colors&colon; <&sol;strong>The new brand’s colors were inspired by San Jose’s culture and sense of place – including the City flag and local climate – warmth&comma; sun&comma; poppies&comma; and ocean&period; The new logo color palette literally represents the sky&period;<&sol;p>&NewLine;<p><strong>MIDNIGHT<&sol;strong> is the primary brand color&comma; representing professionalism and the promise of innovation&period; Featured colors include <strong>Dawn&comma; Dusk&comma; Sky&comma;<&sol;strong> and <strong>Cloud&period;<&sol;strong><&sol;p>&NewLine;