New Look, Same Soul
Today marks an exciting day for Airside: we are unveiling our new brand, including our name, logo, and website!
While we are excited about our new look, it’s so much more than graphics and colors; it’s a manifestation of our true mission, culture, and relationships. Our company has transformed tremendously since our launch in 2009 and while our brand now accurately represents our growth, in a sense, Airside feels like much has remained the same. We continue to build innovative digital products for individuals and businesses with privacy-by-design and leading edge security as our guiding principles. We promise to lead with “Privacy First, Human Always.”
Our Name Change
We vetted several hundred names across multiple rounds of review and ultimately decided to change our name from Airside Mobile to Airside. Yes, it’s a slight modification, but it provides multiple benefits because it’s steadfast
Airside was founded shortly after the first generation iPhone was launched. We hopped at the opportunity to develop ultra-secure mobile technology, including the award-winning Mobile Passport app. However, the “Airside Mobile” name no longer demonstrates our broader set of capabilities and offerings. Just as we continue to maintain the highest levels of security and build greater functionality in the Mobile Passport app, we’re also creating new products and services that provide value to people beyond mobile apps to SDKs, APIs, and more. Our new name maintains continuity of our brand while also allowing more breadth and depth for our products and services.
As background, the term “airside” in the aviation sector refers to the secure side of an airport, only accessible to passengers and staff after a security check. This is a throwback to our founders, Hans and Adam, who served to build and scale TSA according to its security mandate. We capitalize the “A” in our “Airside” name to confidently portray the strength and trust we have in our company and with our partners and customers.
Our Visual Overhaul
This project kicked-off with stakeholder interviews to determine the challenges with our old look and find the most authentic way to represent Airside today. We prepared several mood boards and hosted an in-person workshop to collect candid input on what story we wanted to tell.
From here, we created refined visual concepts to explore four concepts in-depth. We ultimately selected the ‘Journey Around the Sun’ concept (pictured 3rd from the left below).
Our overall aesthetic, including color palette and imagery, emphasizes our shared value of time. We believe that technology and peace-of-mind are not mutually exclusive. Because our privacy-first tools are used today by millions to save time on important administrative work, our days are more abundant with purpose and connection. The color palette, therefore, ranges from a light orange (dawn) to dark blue (dusk). We’re communicating key sentiments of Trust, Joy, and Empowerment — and, ultimately, quality time.
Our Logo Update
Our previous Airside logo was rooted in the concept of air travel with the ‘A’ icon modeled on criss-crossing airport runways. Again, this linked back to our founders’ previous experience at TSA and our early focus on mobile apps for travel. Similar to our name, it was time to graduate to a logo that would better reflect our company’s core mission. Old Logo
Using the ‘Journey Around the Sun’ concept, the ‘A’ is designed on a circle as seen with the hands of a clock or sundial. The clean black logo represents Confidence, Boldness, and Innovation. Our Website Refresh Our previous website was a single page that read more like a “coming soon” page while we were building our digital privacy solutions. Today, we also lift the curtain on our new website, another major undertaking to better tell our story and share what we have been working on behind the scenes. You’ll find that the website brings together all the elements of our updated visual concepts, while providing more content and incorporating our company’s unique personality. Onwards and Upwards Did you notice that we haven’t used the term “identity” until now? That’s because we take the word “identity” seriously. We’re devoted to the creation of digital identity solutions that keep you in control of your personal information. Our identity, our soul, has not changed. From our loyal Mobile Passport app members to our new Airside partners, we are on your side. While our brand refresh project is complete, our work is just getting started as we now bring to fruition the many mediums that our brand touches, both internally and externally. We thank our government partners, customers, and business partners. We couldn’t have made this project a reality without your support. And, the journey isn’t over. We know you’ll have input and, as always, we welcome your feedback! Send us an email at firstname.lastname@example.org.