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New Columbia Metropolitan Airport logo takes off

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Columbia Metropolitan Airport is rebranding, rolling out a new website and a new logo.

The rebranding includes an updated logo design with new brand colors which will be used on all advertising and marketing campaigns, social media, and airport signage, according to a news release from the airport. The logo includes the words “fly with ease” under CAE lettering.

(Image/Provided)Kim Jamieson, CAE director of marketing and air service development, said months of research and staff meetings went into the new branding decisions.

Companies from throughout the country submitted 19 ideas in a response to a request for proposals, the airport said. Sparkloft Media of Portland, Ore.  was awarded the contract and worked with Period Three on the website design.

Airport officials, Sparkloft and Period Three studied social media to develop the new brand identity and hosted a consensus workshop with Midlands-area community leaders to gather opinions and insights on regional perception.

“We celebrated a number of accomplishments in 2019, and there are more on the horizon as we move forward into 2020,” Mike Gula, CAE executive director, said. “It was time to refresh our overall look and feel to reflect our mission to be a welcoming front door to our city. The brand refresh reflects our story and mindset in continuing to move forward as a key and vital economic development player in this region.”

Last year, a record 1.35 million passengers traveled through CAE, and the airport ranked among the top 20 small airports worldwide for on-time service in a study based on flight industry data.

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February 10, 2020

While I really admire the overall design upgrade from where the CMA identity was previously, I am extremely surprised at the poor execution of the typographical elements of the subtext. Specifically, the uneven and inconsistent letter spacing and kerning of the subtext - METROPOLITAN AIRPORT. The COLUMBIA looks to be better. I know what it's like to immerse oneself it the refinement process of a wordmark. I understand how technical details can be overlooked after multiple refinements. That said, during the production of a trademark, prior to the finalization of the logo FILES, the designer needs to overly scrutinize the spacing relationships of every letterform. This should include the SUBTEXT.  For example, failure to correct the gaping kerning issue between the 'T' and 'A' (in METROPOLIT AN) and the off-center 'T' unevenly spaced between the 'E' and the 'R' (in MET RO), are just a start. An experienced designer will catch these issues in a nanosecond.  Don't get me wrong, I'm not trying to be critical. One may say "no one will notice" but extreme attention to details like this should go without saying. Such high-profile trademarks deserve unprecedented scrutiny. No doubt this full wordmark will be produced in every medium possible. When it is (and if it looks like this one) it will be imperfect.  If all of the CMA wordmark logo files look like the one in this article, I'd be irate if I had been the one who commissioned this project. Chances are, this slipped through the system. If not, CMA looks like they hired a novice to produce their brand identity. No doubt this needed project cost CMA a pretty penny.My hope is that a pre-finalized version was mistakenly uploaded to this article. If not, the stakeholders of CMA should demand this issue be fixed.

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