The new branding for the recently renamed Louisville Muhammad Ali International Airport (SDF) has been officially unveiled by Louisville Mayor Greg Fischer and Lonnie Ali, widow of the iconic boxer.
Representatives of the Louisville Regional Airport Authority, the Muhammad Ali Center and Louisville Tourism also took part in the launch.
“Muhammad Ali’s incredible story, his connection to our city and his legacy present us with both an opportunity and a responsibility. That’s why we’re renaming this airport for him, why we’re unveiling a logo today that symbolizes his boldness and his ability to connect with people around the world – the mark of a compassionate warrior. We want the world to know that his legacy is alive and well, and growing in Louisville.”
The brand unveiling follows a January 2019 vote by the Airport Authority Board in favor of changing the airport’s name to honor Louisville native Muhammad Ali. The airport’s three-letter International Air Transport Association Location Identifier – SDF – will remain the same.
“Today is an exciting day for the airport,” said Dale Boden, Airport Authority Board member. “As the world arrives in Louisville, we’re pleased they will be met with the name of ‘The Greatest’, prominently represented in the airport. We want travelers to feel his greatness and strength, to feel the compassion of our city, and to feel welcomed in a great facility.”
The new brand was created by Badge Design, an identity and design studio that is part of the Louisville-based media and marketing communications company, OvareGroup. The range of colors in the brand mark – from deep red to a golden orange – highlight the action of Ali’s arms raising in victory, signifying strength and power.
The shape of the butterfly pays homage to Ali’s famous phrase, “Float like a butterfly, sting like a bee” and the context of flight for the airport. These elements, combined with the iconic silhouette, offer a boldness that is unique to Louisville and its airport.
The unveiling took place as part of Ali Week, hosted by the Muhammad Ali Center to honor the late boxer.
Nearly 3.9 million travelers pass through Louisville Muhammad Ali International Airport each year.