Jan. 23—SAN JOSE — San Jose International Airport unveiled a new brand and logo on Monday that emphasizes the aviation hub's status as a gateway to Silicon Valley.
The new logo emphasizes SJC by using large letters that consist of the SJC official international airport code.
"We are thrilled to re-introduce Silicon Valley's airport to the world with these new brand elements," said John Aitken, San Jose's director of aviation.
San Jose Mineta International Airport is the new official name of the travel center. Norman Y. Mineta San Jose International Airport was the airport's old formal name.
"The new brand name, San Jose Mineta International Airport, was selected to lead with location, helping travelers find SJC and strengthen the geographical association with San Jose," airport officials stated.
The shift in names applies only to the airport's official brand.
"An official name change would require action by city elected officials," the airport stated.
The airport commissioned wide-ranging surveys and marketing research efforts in its quest to craft a new brand name. The airport also sought to determine how air travelers assessed the long-time airport brand.
"The research indicated that travelers did not widely associate the airport's previous branding with San Jose or the Bay Area," the airport stated.
San Jose airport officials fashioned the new logo to emphasize the concept of "forward motion," the aviation hub stated.
"The new logo features a modern graphic identity that reflects the vibrancy and energy of Silicon Valley while providing simple and intuitive design elements," according to San Jose airport.
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