深圳機場是全國第四大機場。即將投入使用T3航站樓，由世界著名的意大利福克薩斯公司與北京市建筑設計研究院聯合設計完成。T3航站樓將會成為深圳未來的重要門戶形象與之一，也會成為深圳新地標。

深圳機場的品牌形象將作為深圳廣迎海內外游客的第一印象，體現創意與活力的城市定位。標志造型來自機場“飛魚”外形，圓潤的外輪廓也寓意環球的行業特色，代表國際交流與發展，寓意深圳機場打造國際一流的機場運營管理企業的品牌愿景。整體結構呈向上發展，具視覺引導效果，寓意企業追求卓越、積極進取、創新發展的企業文化。在T3航站樓落成之際，該形象將作為品牌形象統一集團上下18個子公司的形象。具有極強的包容性與時代感，充分體現機場集團以機場業務為核心的多元發展定位。

策略

深圳機場作為城市的門戶，應該反映深圳城市精神與其獨特魅力。深圳機場標志形象概念，為深圳機場T3新建筑外形，外輪廓是一個環球造型， 箭頭暗示跑道，寓意航空業的國際性、交匯與發展。

流程

靳劉高設計團隊在深圳機場T3新建筑實地了解并與集團高層交談，開展創意討論然后分別執行細分的工作，同時有配套的管理軟件監控項目的進程，實現項目信息共享。

成效

隨著“十二五”期間“轉型”工作的推進，以今年新航站區啟用為契機，深圳機場集團啟動了新標志，著力建設與企業現階段發展相適應的企業文化，打造全新的企業形象。新標志獲得市民的普遍認同與游客的贊許。

新標志造型酷似“蝠鲼”，寓意機場保平安添福份，體現一座國際機場以福迎客的優質態度；標志的外輪廓是一個環球造型，寓意企業所處航空業，具有國際交流與發展的行業特色。

Shenzhen Airport is the fourth largest airport in China. T3 terminal about to be put into use is designed by the world-renowned Italian company Fuksas and Beijing Institute of Architectural Design. T3 terminal will become one of the important gateway image and a new landmark of Shenzhen in the future.

Shenzhen Airport's brand image as the first impression of domestic and overseas tourists to Shenzhen, reflects the city orientation of creativity and vitality. The design of logo is inspired by airport’s "flying fish" shape, rounded outer contour also implies global industry characteristics, representing the international exchange and development, meaning the brand vision to build a world-class airport operations management enterprise of Shenzhen Airport. The whole structure is upwards, with visual guidance effect, meaning the corporate culture of pursuing business excellence, proactive, innovative development.

In the occasion of the completion of T3, the image will be used as a unified brand image across 18 sub company of the Group. It is extremely inclusive and modern, which fully reflects the diversified development positioning of Airport Group regarding airport business as the core.

Shenzhen Airport as a gateway to the city, should reflect the spirit of the city and its unique charm. Airport’s logo image concept is inspired by Shenzhen Airport T3 terminal’s shape. The external contour is a global shape, and arrows mean runway which imply the international, intersection and development of aviation industry.

KL&K went to Shenzhen Airport T3 terminal for field trip and communicating with Group senior management, carrying out creative discussions then perform each’s work, while possessing the supporting management software to monitor the process of project to achieve the information sharing of project.

With the advance of "transformation" work during " The 12th Five-Year Plan" period, taking the opportunity of enabling the new terminal, Shenzhen Airport Group has launched the new logo, and focus on constructing a corporate culture adapt to the development of the Group at this stage to create a new corporate image. The new logo gained public recognition and praise of citizens and tourists.

New logo’s shape resembles "manta ray", meaning airport being secure and blessed, reflecting the high quality of attitude of an international airport welcoming the visitors with blessing; the external contour is a global shape, which symbolizes the aviation industry where the cooperate belong to has the industry characteristics of international exchange and development.