Source: LAWA
Concept for new LAX branding (subject to change). Courtesy of Los Angeles World Airports.
- The new unified vision will drive ongoing transformation, including design and construction upgrades, to better serve passengers and employees
Los Angeles World Airports (LAWA) recently unveiled a new identity and narrative at Los Angeles International airport (LAX). This will infuse all elements of LAX with the spirit of Los Angeles, better reflecting the region’s culture, neighborhoods and creative energy. These enhancements will provide employees and passengers with an improved experience, unite the multi-faceted and ongoing $30 billion Capital Improvement Program, and evolve LAX from a point of transit to a destination that feels welcoming, intentional and distinctly L.A.
“As we prepare to host major global events, we must ensure that visitors experience the diversity of every neighborhood from the moment they arrive in Los Angeles at LAX,” said Los Angeles Mayor Karen Bass. “I want to thank Commission President Karim Webb and LAWA CEO John Ackerman for leveraging this investment, bringing LA’s rich cultural identity front and center on the world stage.”
“What happens in Los Angeles shapes, moves, and transforms the rest of the world,” said John Ackerman, Chief Executive Officer at Los Angeles World Airports. “With this new identity, we’re putting the ‘L.A.’ in LAX. Our goal is to create an airport experience that doesn’t just connect people to destinations, but also reflects the creativity, variety and energy that makes Los Angeles unlike anywhere else in the world.”
The announcement made at a Board of Airport Commissioner’s (BOAC) meeting previewed the experiential design framework and planned upgrades over the next three years, including:
- Architecture and design focused on delivering LA-themed terminals that pay homage to culture, history, seasons, sports and more.
- Retail and dining offerings and amenities that reflect the rich flavors, bold styles and unique tastes across Los Angeles, showcasing local favorites and globally recognized brands alike.
- Branding that distinguishes LAX as a modern, world-class destination and leader, representing the people, places and things that reflect the vibrancy of the region.
“LAX is often the first impression travelers have of our region, and everyone who experiences it should feel connected to the things that make Los Angeles so special and unique.” said Karim Webb, President, Los Angeles Board of Airport Commissioners. “This effort honors the people and communities that strengthen our city, and builds on LAWA’s commitment to delivering an airport that reflects our shared values and opens up opportunities for all Angelenos.”
This is part of LAWA’s overall mission to create a more seamless and memorable experience for every user to enjoy — from the out-of-town guests visiting Los Angeles for the first time to life-long Angelenos.
“LAX is the gateway to the creative and cultural capital of the world and we want guests to feel this from the moment they deplane and until they are ready to board,” said Courtney Moore, Deputy Executive Director of Strategy, Innovation & Experience at Los Angeles World Airports. “By putting the L.A. in LAX, we’ll ensure that everyone visiting this iconic city also experiences a world-class airport.”
The vision will guide all major investments at the airport, such as terminal upgrades, wayfinding, enhanced arrivals experience and more — revolutionizing the experience at LAX in time to welcome the world to Los Angeles for major events like the 2026 FIFA World Cup and 2028 Olympic and Paralympic Games.