Official Websites

• https://flymsy.com

Brand Guidelines

2025

Brand Summary

Mission

• To elevate the passenger experience by offering world class amenities, technology, entertainment, and more, while representing the spirit, culture, and beauty of New Orleans and the surrounding region.

Core Values

• timelessness
• modernity
• innovation
• tradition
• celebration
• community
• beauty
• strength
• purity
• rebirth

Target Audience

• Passengers flying into Louisiana, travelers seeking a world-class airport experience, and those interested in the culture, food, music, and nature of New Orleans.

Personality Traits

• timeless
• modern
• innovative
• rooted in tradition
• celebratory
• musical
• clean
• community-oriented

Visual Identity Overview

• The brand features a blend of old and new, with a visual identity centered on the stylized Fleur de Lis (‘Plane de Lis’), clean and timeless logo marks, a versatile color palette inspired by New Orleans, paired serif and sans-serif typography, specialty patterns, and consistent logo usage across applications.

Categories

Brand Imagery

• Having a brand pattern is a dynamic and versatile addition to our brand assets for a few reasons. It adds to the number of ways our travelers can recognize Louis Armstrong International Airport’s unique visual identity and adds to our overall brand personality. Properly utilizing these patterns will also help promote consistency across all marketing materials and platforms-from social media to websites, from print ads to signage.
• These patterns should be used as an additional brand accent. Please reach out to the MarCom team for approval when using a brand pattern.

Color Palette

• Our official color palette will have its proper debut in a later section in this guide, but for now, here’s a sneak peak. We pair our colors together so that high contrast and visibility is always achieved to ensure legibility. Our logo can be shown in a single color on a colored background or on a photo, but remember, contrast is key. A white logo may be additionally used in instances on top of a photograph or dark background to ensure the highest level of contrast.

• Color A unique, versatile color palette that reflects everything the city of New Orleans has to offer.

• Color Palette From digital to print, Instagram posts to tote bags, these custom colors express the airport’s brand in a way that’s uniquely New Orleans.
• GET TO KNOW OUR BRAND… Julep PANTONE 7728 C CMYK C:89 M:33 Y:80 K:25 RGB R:4 G:104 B:70 HEX #006845 Fresh Fern PANTONE 4205 C CMYK C:29 M:4 Y:53 K:0 RGB R:198 G:214 B:146 HEX #C6D692 White Willow PANTONE COOL GRAY 1 C CMYK C:18 M:12 Y:15 K:0 RGB R:217 G:217 B:214 HEX #D9D9D6 Beignet PANTONE 1225 C CMYK C:0 M:22 Y:64 K:0 RGB R:253 G:206 B:111 HEX #FDCE6F Dawn PANTONE 7452 C CMYK C:55 M:39 Y:0 K:0 RGB R:128 G:148 B:221 HEX #8094DD French Quarter Rouge PANTONE 7625 C CMYK C:5 M:79 Y:76 K:0 RGB R:225 G:82 B:61 HEX #E1523D Fleury Pink PANTONE 503 C CMYK C:9 M:29 Y:16 K:0 RGB R:233 G:196 B:199 HEX #E9C4C7
• A MODERN, BUT TIMELESS MIX OF COLORS. PRIMARY SECONDARY SPECIAL OCCASIONS
• Drawing inspiration from architecture, nature, and food, the airport’s color palette takes cues from many aspects of the city to evoke the energy of New Orleans.
• DO NOT USE COLORS OUTSIDE THE BRAND PALETTE

Typography

• Meet tradition and modernity, a pairing of serif and sans-serif typefaces that’s ready to tell the story of our airport.
• Meet our serif typeface Calisto MT. An elegant reflection of the past that speaks to New Orleans’ rich history. Use for headings and bold statements throughout Louis Armstrong Airport’s print and digital collateral.
• Calisto MT Bold Aa ABCDEFGHIJK LMNOPQ RSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789£$?!<>{}[]#¢™®
• A serif typeface that nods to New Orleans’ history and tradition.
• Calisto MT is a transitional serif fonts. It’s a versatile font that works typeface, known for its elegance and well in both text and display sizes, readability. Calisto MT is characterized making it a popular choice for a wide by its rounded, gently curved serifs range of applications, including books, which give it a softer, warmer magazines, and websites. appearance compared to other serif
• Give a warm welcome to this sans-serif typeface, Trebuchet MS. With its clean and friendly appearance, this typeface is ideal for body copy or larger areas of text. It reflects Louis Armstrong Airport’s spirit of innovation and possibility.
• Trebuchet MS Bold Aa A sans-serif typeface that speaks to our modern timelessness.
• Trebuchet MS is a humanist sans- diagonal stress, open counters and serif typeface designed to enhance a unique blend of curves and sharp its legibility and provide a distinctive edges. Trebuchet MS is widely used character, making it a popular choice across digital platforms due to its for both text and display use. Its clean, friendly appearance and clear features include a large x-height, readability on screens. slightly condensed letterforms, a mild
• BLEND OF SERIF & SANS-SERIF FONTS CELEBRATES THE AIRPORT’S LEGACY & MODERNIZATION SANS-SERIF FONT IS EASIER TO READ & PERCEIVED AS MODERN LARGEST & BOLDEST TEXT TO CAPTURE ATTENTION (MOST OFTEN READ FIRST) CONSISTENT CAP HEIGHT WITH LOUIS ARMSTRONG NAME PROVIDES BALANCE
• THREE-LINE TEXT LOCKUP ALLOWS FOR EACH ELEMENT TO HAVE AN IDENTITY WHILE CONTRIBUTING TO AN INTERESTING COMPOSITION

Logo Usage

• Everything you need to know about logo usage and sizing for seamless placement and application.
• Our horizontal logo is great for spaces that are wider than they are tall. This can make it more versatile for use in various platforms like websites, emails, and social media banners to name a few examples. It can also enhance visibility and recognition, especially in digital contexts where horizontal space is often more abundant than vertical.
• Our vertical logo is designed to be used in instances of prominence. It can be more visually striking and can work well in certain formats such as banners, posters, and specialty signage. Just like our horizontal logo, the vertical variation can be shown in a single color on a colored background or photo. However, remember to reference our color pairing examples, and that high contrast and visibility is the top priority.
• Our official color palette will have its proper debut in a later section in this guide, but for now, here’s a sneak peak. We pair our colors together so that high contrast and visibility is always achieved to ensure legibility. Our logo can be shown in a single color on a colored background or on a photo, but remember, contrast is key. A white logo may be additionally used in instances on top of a photograph or dark background to ensure the highest level of contrast.
• Having consistent clear space around our logo is essential for maintaining its visibility and impact. The offical clear space around the brand mark is at a minimum 50% of the icon on all sides of the lockup as shown in the diagrams on the right.
• Clear space ensures our logo stands out and isn’t crowded or obscured by other design elements. It aids in recognition and memorability, which contributes to the integrity of our brand identity.
• 50% OF LOGO MARK SIZE
• Can a logo really be too small? Yes, yes it can. Just trust us on that one.
• The minimum size of a logo is important for maintaining its legibility and clarity. If our logo is too small, the details can become indistinguishable and our brand’s message can be lost. Additionally, a minimum size ensures that our logo remains visible and impactful across all platforms and mediums, whether it’s on our signage, business cards, websites, or social media posts. When in doubt, just refer back to this guide!
• If you find yourself with an application that needs a logo smaller than what’s on this page, we’ve got you covered. Refer to the “small use logo” at the bottom of this page. Don’t forget to reach out to the MarCom team for final approval.
• 45 PX / 5/8"
• 120 PX / 1.6875"
• 110 PX / 1.5"
• SMALLER THAN 110 PX / 1.5"
• With a great logo comes great responsibility… A.K.A. please don’t do these things.
• To maintain consistency and drive brand equity, we should never alter the airport logo in any way. Examples of altering the logo include, but are not limited to, adding drop shadows, removing logo elements, using an unapproved color, squishing or distorting the logo, using a blurry version, adding a stroke, or rotating the logo.
• Practices such as these can damage our brand’s identity, as they interfere with the consistency and recognition of the logo. To keep our brand story and messaging intact, stick to this guide.
• DO NOT REMOVE ANY ELEMENTS FROM THE LOGO
• DO NOT USE BLURRY OR PIXELATED VERSIONS OF THE LOGO
• DO NOT ADD DROP SHADOWS OF ANY KIND
• DO NOT USE COLORS OUTSIDE THE BRAND PALETTE
• DO NOT SQUISH, STRETCH, OR CONDENSE THE LOGO
• DO NOT ROTATE OR CHANGE THE ORIENTATION OF THE LOGO
• DO NOT DISTORT THE LOGO
• DO NOT ADD AN OUTLINE TO THE LOGO

Tone And Messaging

• Our airport is timeless, modern, innovative, and rooted in our tradition.
• New Orleans is a city unlike any other. Its rich history, its people, the food, music and art all play a vital role in defining the spirit of the city. Yet the Louis Armstrong New Orleans International Airport is a gateway to a region beyond its city, and was purposefully designed to reflect modernity and sophistication. Choosing one symbol to represent so many things is no easy task. How do we embrace the future while honoring the past?
• The Fleur de Lis is already emblematic for New Orleans and the region. It is a bit enigmatic—having taken on many meanings throughout time. It has been used as a symbol for beauty, nobility, purity, strength, revolution, and rebirth. It is omnipresent—literally hidden in the architecture of the airport.
• This brand mark represents many things: a blend of the old and the new, and the spirit of people coming together. It is celebratory and musical in appearance. It is a plane taking flight—pointing up and to the future, representing possibility. It is a Fleur de Lis—but it is not fussy, it is not haughty, it is clean and timeless. It is quintessentially New Orleans, our “Plane de Lis.”

Brand Values

• Our airport is timeless, modern, innovative, and rooted in our tradition.
• The Louis Armstrong New Orleans International Airport represents all the things New Orleans is known for-its food, music and culture, as well as the nature and beauty of the surrounding region. Our airport elevates the passenger experience by offering world class amenities, technology, entertainment and more. It has been recognized with awards such as Best Airport in North America with five to fifteen million passengers.
• New Orleans is a city unlike any other. Its rich history, its people, the food, music and art all play a vital role in defining the spirit of the city. Yet the Louis Armstrong New Orleans International Airport is a gateway to a region beyond its city, and was purposefully designed to reflect modernity and sophistication. Choosing one symbol to represent so many things is no easy task. How do we embrace the future while honoring the past?
• The Fleur de Lis is already emblematic for New Orleans and the region. It is a bit enigmatic-having taken on many meanings throughout time. It has been used as a symbol for beauty, nobility, purity, strength, revolution, and rebirth. It is omnipresent-literally hidden in the architecture of the airport.
• This brand mark represents many things: a blend of the old and the new, and the spirit of people coming together. It is celebratory and musical in appearance. It is a plane taking flight-pointing up and to the future, representing possibility. It is a Fleur de Lis-but it is not fussy, it is not haughty, it is clean and timeless. It is quintessentially New Orleans, our “Plane de Lis.”

Visual Style

• The background color is a deep teal or greenish hue, while the pattern itself is slightly darker, creating a subtle contrast. The design appears to be inspired by traditional or decorative tilework, with each unit of the pattern seamlessly connecting to adjacent units both horizontally and vertically, forming a continuous, tessellated surface. The pattern extends across the entire image, with the lower edge of the pattern aligned horizontally and the design filling the space uniformly without any interruption or variation in the motif.
• Our airport is timeless, modern, innovative, and rooted in our tradition.
• The design of the terminal facility is evocative of the geography of the Delta region and soft curves of the Mississippi River. It is symmetrical in plan, with the building’s form incorporating gentle arcs on three sides. A monumental roof rises toward the building’s centerline, where it crests over a large central skylight. The terminal facades are primarily glass, allowing for beautiful views out to the airfield.
• The Fleur de Lis is already emblematic for New Orleans and the region. It is a bit enigmatic-having taken on many meanings throughout time. It has been used as a symbol for beauty, nobility, purity, strength, revolution, and rebirth. It is omnipresent-literally hidden in the architecture of the airport.
• This brand mark represents many things: a blend of the old and the new, and the spirit of people coming together. It is celebratory and musical in appearance. It is a plane taking flight-pointing up and to the future, representing possibility. It is a Fleur de Lis-but it is not fussy, it is not haughty, it is clean and timeless. It is quintessentially New Orleans, our “Plane de Lis.”
• PLANE TAKING FLIGHT NEGATIVE SPACES MIMIC THE INTERIOR ARCHITECTURAL FEATURES OF MSY FLEUR DE LIS, ALSO REFERED TO AS THE “PLANE DE LIS” FLOURISHES REFERENCE FLUIDITY AND INFLUENCE OF THE MISSISSIPPI RIVER LOUIS ARMSTRONG NEW ORLEANS INTERNATIONAL AIRPORT TEXT LOCKUP BLENDS SERIF & SANS-SERIF FONTS TO REFLECT THE AIRPORT’S COMMITMENT TO BALANCING NEW ORLEANS’ RICH HISTORY AND PROMISING FUTURE

Layout And Composition

• Having consistent clear space around our logo is essential for maintaining its visibility and impact. The offical clear space around the brand mark is at a minimum 50% of the icon on all sides of the lockup as shown in the diagrams on the right.
• Clear space ensures our logo stands out and isn’t crowded or obscured by other design elements. It aids in recognition and memorability, which contributes to the integrity of our brand identity.
• The minimum size of a logo is important for maintaining its legibility and clarity. If our logo is too small, the details can become indistinguishable and our brand’s message can be lost. Additionally, a minimum size ensures that our logo remains visible and impactful across all platforms and mediums, whether it’s on our signage, business cards, websites, or social media posts. When in doubt, just refer back to this guide!
• If you find yourself with an application that needs a logo smaller than what’s on this page, we’ve got you covered. Refer to the “small use logo” at the bottom of this page. Don’t forget to reach out to the MarCom team for final approval.
• 45 PX / 5/8"
• 120 PX / 1.6875"
• 110 PX / 1.5"
• SMALLER THAN 110 PX / 1.5"
• To maintain consistency and drive brand equity, we should never alter the airport logo in any way. Examples of altering the logo include, but are not limited to, adding drop shadows, removing logo elements, using an unapproved color, squishing or distorting the logo, using a blurry version, adding a stroke, or rotating the logo.
• Practices such as these can damage our brand’s identity, as they interfere with the consistency and recognition of the logo. To keep our brand story and messaging intact, stick to this guide.
• DO NOT REMOVE ANY ELEMENTS FROM THE LOGO
• DO NOT USE BLURRY OR PIXELATED VERSIONS OF THE LOGO
• DO NOT ADD DROP SHADOWS OF ANY KIND
• DO NOT USE COLORS OUTSIDE THE BRAND PALETTE
• DO NOT SQUISH, STRETCH, OR CONDENSE THE LOGO
• DO NOT ROTATE OR CHANGE THE ORIENTATION OF THE LOGO
• DO NOT DISTORT THE LOGO
• DO NOT ADD AN OUTLINE TO THE LOGO

Governance

• The information in this document serves as a guide for visual communications representing the Louis Armstrong New Orleans International Airport (MSY) brand identity. The primary goal of these guidelines is to maintain a level of consistency across all applications.
• It is important to read and understand these brand guidelines prior to applying the brand. In addition, the airport’s Marketing & Communications Department can provide assistance with applications that require more details.
• For questions or additional information on the brand mark, these guidelines or for custom application direction, please contact: Louis Armstrong New Orleans International Airport New Orleans Aviation Board Marketing & Communications Department communications@flymsy.com

Partner Brands

• Our brand should always at the forefront. That’s why we’re all here!
• When partnering with other brands, our airport’s logo should always carry the same visual weight as any partner brand’s logos. Maintaining this consistency celebrates and validates Louis Armstrong International Airport in the eyes of our travelers. So, don’t forget to add our brand footprint to everything from social media posts to airline advertisements!

Additional Properties