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Signature Aviation Unveils New Visual Identity and Transformation for the Future

March 4, 2024


Signature Aviation, the world’s largest private aviation terminal operator, today revealed a visual identity transformation, including a new logo and brand elements reflective of its mission to connect the world through safe, seamless and exceptional experiences. Signature’s new look and feel represents a commitment to innovation and the company’s role in empowering its guests, team members and communities to soar to new heights.  


“Our new brand heralds Signature’s transformation as the world’s preeminent hospitality company in aviation,” said Signature Aviation Chief Executive Officer Tony Lefebvre. “At every step of the guest journey, we aim to exceed their expectations by delivering a modern, innovative and exceptional experience. For our team members and communities, we endeavor to be an employer of choice and a force for good. Our new visual identify embodies that, conveying a standard that is second to none and how Signature connects the world to help everyone soar.”


Signature’s transformation symbolizes many of the significant commitments made throughout its business to innovate and elevate the connection with guests, from reimagining the experience at its terminals and introducing a new coffee program with Lavazza to adding innovative technology that streamlines guest communications.


The guest connections at the heart of the brand’s inspiration are a tribute to Signature’s team members, recently earning “Best and Brightest Companies to Work For” recognition for the business. A commitment to excellence in safety, teamwork, trust and innovation has helped champion a culture that keeps precision and connection at the heart of every guest interaction.


“The Signature experience is built on a culture of hospitality, from consistently anticipating, communicating and delivering our guests' needs on-time, to fostering authentically warm and appreciative environments.” said Signature Aviation Chief Commercial Officer Derek DeCross. “This brand transformation allows us to bring the most crafted, exceptional experience in private aviation to every guest we serve at every connection point across our global network.”


New brand elements will be showcased at Booth 1100 at the 2024 NBAA Schedulers and Dispatchers Conference (SDC) in Fort Worth, Texas from March 12-14, 2024. Insights from the design process and visual identity update will be available via interactive content within Signature’s booth.


Precision, connection and progression are the core design principles for the update, showcasing the momentum and warmth that Signature’s guests experience every day. Key elements include:


  • New Logo: Consists of sharp lines propelling upward, demonstrating forward momentum. The two shapes within the logo create a staggered S, highlighting the connectedness of the company’s network and give a nod to Signature’s own name.


  • New Colors: A primary palette of black, white and shades of blue are inspired by colors seen in flight. A secondary palette consisting of neutral grays and green complements the primaries with signs of progression in Signature communications.


  • New Visual Communications and Typography: Brand messaging is brought to life via new typefaces, uniquely selected for informative and expressive communications. New photography will be phased in that evokes momentum through the still image.


New logos, colors and visual communications will be reflected immediately on digital platforms today. Updates to Signature’s network of terminals have begun in early 2024, including recently completed changes at Signature’s Harry Reid Airport location in Las Vegas, Nevada. 


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