Visual language

Aena is the world’s number one airport operator in terms of passenger traffic. Over 577 million passengers passed through Spanish airports in the last three years. The company manages 46 airports and 2 heliports in Spain and participates directly and indirectly in the management of a further 15 airports in Europe and America, including London Luton Airport.


Taking the logo designed by Estudio Mariscal as a starting point, we created and structured a new visual language: a graphic system to meet the multiple needs of the company.

A flexible system

We set out with the premise of establishing a system that would be flexible, capable of adapting to Aena’s many needs; unique, making the brand recognisable across all applications; and clear, serving as a visual guide for airport users.


Icons are a universal language, particularly suitable as a way to communicate information in an international environment. We based their morphology on the corporate typography, so that they work seamlessly together.

Graphic System

The implementation of a new identity in a company like Aena requires the creation of a complex graphic system, with sufficient flexibility in all areas and uses, but at the same time remaining solid and coherent throughout.

Communication Tools

The challenge was not to create applications for each case, but rather to provide the client with a set of tools and simple guidelines with which Aena and its brand department could resolve all communication needs.

The airport routes

The flow of people in airports represents routes towards a journey. Helping travellers along these routes is what Aena does. To illustrate this, we used icons, lines and points to create simple stories we called “narratives.” Narratives help to explain services and illustrate messages.


Following the structure and navigation provided by the web team at Aena, we proposed a website with a differentiating design, which conveys renewal and modernity, keeping the visual language of the brand developed, coherent and identifiable.

Reasons to visit Spain

A special section created to boost tourism, where the first thing was to create a specific iconography to illustrate the different things offered by this sector in Spain.

The inside pages of this section focus on visualising in an intuitive way the range of possibilities on offer.