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Father and Son looking into the sky watching the Abbotsford International Airshow



Abbotsford International Airshow


Brand Guidelines, Logo Redesign, Brand Identity, Posters


The Abbotsford Airshow started in 1962 to help promote aviation at the airport. The first year it attracted over 15,000 people and by 1965 it was the biggest airshow in Canada. It was a cooperative venture by the Abbotsford Flying Club and the Abbotsford Rotary Club. Currently, it’s organized by a new non-profit society called the Abbotsford International Airshow Society. It seems to rely heavily on help from community sponsors and volunteers. Through the help and support from them, the airshow raises over $100,000 each year for local community groups and charities.

Abbotsford Int'l Airshow

Snowbirds flying in the sky with the phrase "Soaring forward, together"
Air pilot signing pictures for fans

The Abbotsford Airshow came to us as a class to rebrand and redesign their airshow for the 60th anniversary. The visual identity they have right now is in dire need of an update and doesn’t represent their values anymore. We had to come up with a new visual identity and mark for the brand.

Abbotsford International Airshow Logo by Aidan Goulet

The negative space in the mark shows the “I” in AIA. It is also the runway centerline giving the viewer the feeling of going forward and soaring up. The weight of the mark represents the strength of the community. Using a soft, but dark blue to represent the sky, depth and power while still being playful and fun. Abbotsford was highlighted to keep the significance that this was still about community.

Abbotsford International Airshow all day pass badge mockup
Abbotsford International Airshow t-shirt
Abbotsford International Airshow tote bag with the caption "Goodies"
Abbotsford International Airshow Old Logo
Abbotsford International Airshow 60th aniversary posters

Their old mark feels lopsided and unbalanced due to the italic text and the heaviness of the red maple leaf. The small, detailed jets also needed to go as that detail is just too small to be in a logo. The mark is advertising too much that this is a Canadian event and should be more focused on Abbotsford. The Abbotsford Airshow is all about the community and bringing people together for a fun-filled event. It should be more about what makes Abbotsford great.

Abbotsford International Airshow wordmark by Aidan Goulet
Abbotsford International Airshow 60th aniversary posters mockup in subway

Continuing to develop the brand by taking assets from the mark and applying them to expand the visual language. Doing so in a fun, colourful and memorial way so it is more recognizable and attractive. This was a lot of fun.

Abbotsford International Airshow wordmark on paper
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