Louisville, KY – June 6, 2019 – The city of Louisville, birthplace and home of famed boxer, activist and beloved global humanitarian, Muhammad Ali, along with Ali’s family and the Louisville Regional Airport Authority, have revealed the new visual brand identity for the airport that was recently named in Ali’s honor.
Badge Design, part of OvareGroup, a Louisville-based media and marketing communications company, designed the new identity that pays tribute to the legacy of the city’s most celebrated citizen.
“There is only one city of Louisville and there was only one Muhammad Ali,” said Steve Leder, Chief Creative Officer of Badge Design. “Our design approach was to celebrate the uniqueness of Ali—not just his accomplishments, but the bright spirit he gifted to our community and the world,” said Leder.
Color utilization in the shape of a butterfly extends behind the Champ’s upstretched arms, and is a central visual component of the brand’s new identity.
“The use of red is an homage to Louisville, and also a color that connotes strength and power,” said Leder. “The transition from red to brighter colors highlights the motion of Ali raising his arms, showcasing the vibrancy of his iconic personality. The butterfly is symbolic, giving a nod to his ‘float like a butterfly’ persona in the ring and the context of flight for the airport. Together, these elements, along with the distinctive typeface we have created, produce an expression that we think is both bold and gentle—just like Ali will always be remembered,” Leder added.
The new logo will be unveiled to the public on Thursday, June 6, at 10 a.m. at the Louisville Muhammad Ali International Airport. The logo will be incorporated into the airport’s redesign plans that are currently in the early stages of development.
About The OvareGroup
The OvareGroup is a private, Louisville-based media and marketing communications company with specialty firms in advertising, production, identity design and experiential engagement services. Through the effective application of creativity, technology and data, the OvareGroup offers particular expertise in branding, retail, restaurant and healthcare marketing. For additional information, visit ovaregroup.com.
About Badge Design
Badge is the wholly owned identity and design studio of the OvareGroup. Badge operates independently and serves a broad client portfolio base, including KAO Brands, Brown-Forman, GE Appliances, Fifth Third Bank, LG&E and KU, Baptist Health, Kentucky Fried Chicken, LongHorn Steakhouse and Bahama Breeze. For additional information, visit badgedesignstudio.com.