Asheville Regional Airport proudly reveals a new logo, brand package and refreshed website today. This new brand look is shaped by the timeless beauty of the Blue Ridge Mountains, the spirit of western North Carolina and AVL’s promise to be more than an airport.
A Brand That Acts as a Convenient Gateway
The new brand look includes a new suite of logos, refined typography, and a vibrant color palette, all thoughtfully inspired by the bold, steady, adventurous beauty of the region. The mountain-centric iconography grounds the airport firmly in its Appalachian home, while the subtle airplane wing embedded in the “A” crossbar of the AVL moniker reminds the region, Asheville Regional Airport is where adventure takes flight.
This is more than just a new logo, it’s a dedication to passengers, employees, and the community that AVL is a modern convenient gateway for business and adventure with the mission to champion exceptional experiences and economic vitality.
“Our new look is a celebration of place and direction,” said Lew Bleiweis, President & CEO of Asheville Regional Airport. “We wanted a brand package that embodies the natural beauty of our region and reflects our values in a genuine, approachable and purposeful way. I’m proud of what our team has created and believe it represents who we are.”
A Collaboration Rooted in Community Insights
The new brand package emerged from a deeply thoughtful and collaborative process, drawing insights from airport staff, community members, and frequent travelers. The result is a brand package that feels both familiar and fresh with the ability to carry the story of AVL’s service to the region forward in a bold, beautiful and heartfelt way.
Positioned for Progress and Connection
This reveal marks a new era for AVL, one that is in tune with the community it serves. Over time, the community can expect the new brand package to inform everything from signage, digital communication platforms, terminal wayfinding, community outreach, merchandise, storytelling, customer service and experience programs and more. Please visit our refreshed website and see more of our brand new look at www.FlyAVL.com/Brand-Package and follow us on Facebook, Instagram, and X.
Core Design Elements:
- Mountain motif – depicting the Blue Ridge Mountains as a modern icon to differentiate and root our region in the airport space.
- Color pallet – Fraser Fir and Forest greens, Blue Ridge and Mountain Mist blues and other special earth tones, evoking local landscapes and Appalachian warmth.
- Typography – modern, geometric letter forms that deliver clarity, authenticity and timeless appeal.
Embodied Values through Design:
Beyond aesthetics, the new brand look embodies AVL’s new brand compass:
- Vision: To be an authentic and convenient gateway for business and adventure.
- Mission: To champion exceptional experiences and economic vitality.
- Values:
- Welcome – provide an environment that fosters friendliness and hospitality, with a service mindset.
- Integrity – honest and sincere, strong moral principles, speak up and prioritize soundness and trustworthiness.
- Forward – progressive in a way that is in tune with the community, never stop improving and always working toward goals and advancement.
- Empathy – lead with respect for others, with a focus on listening and understanding.
Serving more than 2.2 million passengers in 2024 Asheville Regional Airport is continuing its growth trajectory. The Airport is served by six airlines that provide nonstop service to 25 unique airport destinations. For more information, visit flyavl.com.
###