Cleveland Hopkins launches new brand ahead of $1.6 billion terminal rebuild

Cleveland Hopkins International Airport has retired a logo that was at least 20 years old, unveiling a new brand on Thursday timed to a $1.6 billion transformation that will deliver a new terminal in 2032.

The rebrand, developed with Cleveland-based agency Recess Creative, cost about $50,000 — a figure that excludes the expense of replacing signs and other physical infrastructure. Megan O'Connornell, the airport's assistant director of marketing, communications and guest experience, said the timing follows the completion of early construction phases.

Those early projects include a new parking lot scheduled to open next year and a new parking garage in 2029. "It made sense to weave in a new brand as the new airport comes to life," O'Connell said at the unveiling.

What does the rebrand actually change?

In practical terms, very little at first. The airport will roll out the logo gradually across signage, social media, employee uniforms, vehicles and other materials, and O'Connell said the transition could take several years to complete.

The new logo keeps the blue and green color scheme of its predecessor. It carries the tagline "Where the Land meets the Sky" and, notably, incorporates the three-letter IATA codes (the global airport identifiers) for both Cleveland Hopkins (CLE) and Burke Lakefront Airport (BKL).

O'Connell said the design can also guide architects as they shape the new terminal, which under the current plan includes two new concourses, though construction remains years away.

Why does Burke Lakefront's code appear in the logo?

The inclusion of BKL carries political weight. Burke, a small lakefront airport, remains part of the Cleveland Airport System, and O'Connell said the brand simply acknowledges that fact.

Cleveland Mayor Justin Bibb has pushed for years to close Burke, though his efforts have stalled. In August, both of Ohio's U.S. senators and the head of the Federal Aviation Administration publicly opposed shutting the airport.

"This is not a statement about the future of Burke," O'Connell said, adding that the redesign recognizes Burke's continued place in the system rather than signaling a decision on its fate.

How did the airport arrive at the design?

The process began with research. Last year Cleveland Hopkins surveyed travelers, employees and other partners on what they wanted from a new brand, drawing more than 1,300 responses. O'Connell said the final design incorporates many of those ideas.

She framed the rebrand as infrastructure for passenger experience rather than decoration. "Think about some of the best airports you've traveled in," she said. "How did they make you feel? Was the experience intuitive? Was the wayfinding clear? Did everything feel consistent, cohesive and easy to navigate? Those experiences aren't created by a logo but a strong consistent identity helps enforce them."

What comes next

The new parking lot arrives next year, the garage follows in 2029, and the terminal opens in 2032 — a decade-long sequence that the brand is designed to visually accompany from the first concrete pour to the first departure.