Schiphol Airport is entering a new phase of passenger engagement, updating its brand in partnership with the agency Thonik. The space used by millions of travelers is being reimagined as an environment of calm, comfort, and inner balance rather than a typical point of departure and arrival.
The idea behind the update dates back to 1967, when Schiphol’s leadership established the principle of designing the airport to be as convenient and functional as possible. The passenger experience is designed to ensure order and clarity from the moment passengers first step into the complex.
An orange outline framing the AMS code creates a feeling of warmth and protection. The planet’s troposphere inspires the symbol’s shape. For visual support, the Royal Schiphol Group Variable typeface was developed in collaboration with Bold Monday. The variable structure of the type and its differing character widths enable the integration of brand and wayfinding messages within a single system.
The brand’s color system draws on natural imagery from the Netherlands. Shades of sea, sky, and dunes are combined with a rich orange accent that helps passengers navigate the terminals. The logo is now centered on the international AMS code, strengthening the airport’s connection to the global route network and emphasizing its role as the country’s primary air gateway.
The update was developed in close collaboration with everyone who shapes the airport’s atmosphere, from commercial partners to terminal staff. With the refreshed brand, Schiphol aims to regain its position among the world’s leading airports, strengthen the Netherlands’ image, and create a destination people want to return to.