Thunder Bay took to the skies tonight, as Thunder Bay International Airports Authority (TBIAA) unveiled its new brand identity during a spectacular Drone Light Show. Against the backdrop of the night sky, the airport’s new logo was displayed for the first time, symbolizing a new chapter for Thunder Bay Airport (YQT).
The new visual identity takes off from the region itself, drawing on the elements that define Northwestern Ontario. From the boreal forest, Lake Superior, to the Northern lights, the design is a tribute to movement and migration, reflecting the airport’s role as the gateway to Northwestern Ontario, and a meeting point where nature, culture and travel connect. It celebrates shared skies and waters, representing connection, opportunity and growth.
More than a visual refresh, the new identity signals a transformation in how YQT sees itself, not just a transit stop, but as a passenger experience and a vital community space where families reunite, business takes flight, and adventure begins. The new icon brings a modern, welcoming energy to the airport, while embedding the cultural and regional significance that makes Thunder Bay unique.
The rebrand was a result of a comprehensive, community-driven process led in partnership by Thunder Bay’s own Pulp + Paper Creative and Bay Media & PR, in close collaboration with the TBIAA. To ensure a thorough and inclusive approach to stakeholder input, a variety of engagement methods were deployed including surveys, interviews and focus groups, with airport staff, community members, local Indigenous Knowledge Keepers and Elders, travellers, and industry stakeholders. Every step was guided by the voices and values of Northwestern Ontario, ensuring the final brand reflected both the region and the people it serves.
Stakeholder engagement revealed several key insights:
- Nature was identified as the number one element to incorporate into the brand representing Northwestern Ontario and its people.
- Passenger experience was voted as the most important focus for the airport’s future.
- There was strong enthusiasm for the airport to be “more than just planes”, and a space that reflects a bigger story than arrivals and departures.
- It was noted that the brand must align with the airport’s long-term growth and development.
- There was an excitement for incorporating the airport location identifier (YQT) as complimentary visual element and inspire identity pride.
“It’s been incredibly meaningful to be part of a rebrand that was so deeply rooted in community input”, said Jackie MacDonald, Director, Business Development & Revenue Management. “The new brand is a true reflection of who we are and where we’re headed. It’s a nod to the people who live here, the experiences we share, and the connections we make.”
Key elements of the rebranding include:
- A modern logo inspired by the landscapes, colours and textures of Northwestern serving as both a tribute to the region and a symbol of opportunity.
- A new visual identity throughout the terminal, including updated terminal signage, and a new website led by 11/17.
- New key messaging anchored by“Where your stories take flight”, thathighlights the airport’s vital role in connecting people, communities and opportunities.
- Integration of YQT as a proud, complimentary visual identity mark.
“This rebranding is more than just a logo change. It reflects our ambition to serve as the true gateway to the region and capture the essence of Northwestern Ontario and the people who make it home,” said Graham Ingham, President and CEO of TBIAA. Last year, passenger traffic exceeded 728,000 travellers, and with major investments underway such as expanded parking, and terminal improvements—we’re positioning YQT for long term growth.”
“This new brand truly embodies the spirit of Northwestern Ontario and the role our airport plays in connecting people, communities, and opportunities,” said Gary Woodbeck, Chair of the Board, TBIAA. “It’s a forward-looking identity that honours our roots while positioning us for an exciting future.”
Over the coming months, the updated Thunder Bay Airport brand will be rolled out, welcoming locals and visitors to experience a connected, and distinctly Northwestern Ontario gateway where nature and culture meet, and every journey begins and ends.
About TBIAA
Thunder Bay International Airport Authority is the private, non-shareholder corporation responsible for the operation of the Thunder Bay International Airport. TBIAA receives no government funding for the operation of the Airport. Economic activity related to the Airport is responsible for an estimated $645 million dollars in GDP annually and over 5000 jobs.
For more information contact:
Jackie MacDonald
Director, Business Development & Revenue Management
Tel: 807-473-2609
Email: Jackie.macdonald@flyqt.ca