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Meet the New Airside

The New Airside

Today marks an exciting day for Airside: we are unveiling our new, abbreviated name and our enhanced brand, logo, and website! First, check out our name:

Our Name Change

Our brand is so much more than a logo and colors; it’s an extension of our mission, culture, and relationships with partners and customers. Our company has transformed tremendously since our launch in 2009 and our brand needed a little renovation to better align with our growth and all the cool things we are building.

First, we vetted several hundred names across multiple rounds of review and ultimately decided to change our name from Airside Mobile to Airside. Yes, it’s a slight modification, but it provides multiple benefits.

Airside was founded shortly after the first generation iPhone was launched. We hopped at the opportunity to develop ultra-secure mobile technology, including the award-winning Mobile Passport App. However, the “Airside Mobile” label no longer applies to our broader set of capabilities and offerings that extend beyond mobile apps to SDKs, APIs, and more. Our new name maintains continuity of our brand while also allowing more breadth and depth for our products and services.

We also love the thoughts and feelings that are conveyed with Airside and we think you will, too. Our name is a sincere representation of who we are. As background, the term “airside” in the aviation sector refers to the secure side of an airport, accessible to only passengers and staff after a security check. This is a throwback to our founders, Hans and Adam, who served to build and scale TSA according to its security mandate. The capitalized “A” in our name correctly portrays the strength and trust we have in our company and with our partners and customers.

Our Visual Overhaul

This project kicked-off with stakeholder interviews to determine the challenges with our conventional look and find the most authentic way to represent Airside. We prepared several mood boards and hosted an in-person workshop to collect candid input on what story we wanted to tell.

From here, we created refined visual concepts to explore four concepts in-depth. We ultimately selected the ‘Journey Around the Sun’ concept (pictured 3rd from the left below).

Our emphasis on providing peace-of-mind technology helped us reach our overall aesthetic of time — both how to save time and how to spend quality time. This directed our overall aesthetic, including our color pallate and imagery. The color palette ranges from a light orange (dawn) to dark blue (dusk) and enabled us to communicate our key sentiments of Trust, Joy, and Empowerment.

visual concepts

Our overall aesthetic, including color palette and imagery, emphasizes our shared value of time. We believe that technology and peace-of-mind are not mutually exclusive. Because our privacy-first tools are used today by millions to save time on important administrative work, our days are more abundant with purpose and connection. The color palette, therefore, ranges from a light orange (dawn) to dark blue (dusk). We’re communicating key sentiments of Trust, Joy, and Empowerment — and, ultimately, quality time.

Our Logo Update
Our previous Airside logo was rooted in the concept of air travel with the ‘A’ icon modeled on criss-crossing airport runways. Again, this linked back to our founders’ previous experience at TSA and our early focus on mobile apps for travel. Similar to our name, it was time to graduate to a logo that would better reflect our company’s core mission.
 
Old Logo
 
New Logo
 
Using the ‘Journey Around the Sun’ concept, the ‘A’ is designed on a circle as seen with the hands of a clock or sundial. The clean black logo represents Confidence, Boldness, and Innovation.
 
Our Website Refresh
Our previous website was a single page that read more like a “coming soon” page while we were building our digital privacy solutions. Today, we also lift the curtain on our new website, another major undertaking to better tell our story and share what we have been working on behind the scenes. You’ll find that the website brings together all the elements of our updated visual concepts, while providing more content and incorporating our company’s unique personality.
 
Onwards and Upwards
Did you notice that we haven’t used the term “identity” until now? That’s because we take the word “identity” seriously. We’re devoted to the creation of digital identity solutions that keep you in control of your personal information. Our identity, our soul, has not changed. From our loyal Mobile Passport app members to our new Airside partners, we are on your side.
While our brand refresh project is complete, our work is just getting started as we now bring to fruition the many mediums that our brand touches, both internally and externally. We thank our government partners, customers, and business partners. We couldn’t have made this project a reality without your support. And, the journey isn’t over. We know you’ll have input and, as always, we welcome your feedback! Send us an email at myside@airsidemobile.com.
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