Thunder Bay Airport Unveils Bold New Brand Celebrating Northwestern Ontario

Drone light show launches reimagined identity as YQT positions itself as more than a transit hub

THUNDER BAY – BUSINESS NEWS – AUGUST 28, 2025 – Thunder Bay International Airport (YQT) soared into a new era last night, unveiling a bold new brand identity inspired by the people, land, and spirit of Northwestern Ontario.

Against the backdrop of a brilliant drone light show, the Thunder Bay International Airports Authority (TBIAA) revealed its new logo and messaging—marking a transformation not only in look, but in the airport’s role as a connector of people, cultures, and communities across the region and beyond.

“This rebranding is more than just a logo change,” said Graham Ingham, President and CEO of TBIAA. “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.”

A Visual Identity Rooted in Place

The new logo and design language draw deeply from the region’s natural beauty and cultural richness:

• Boreal forests

• Lake Superior’s shoreline

• The Northern Lights

• The enduring themes of movement, migration, and shared stories

It’s a tribute to both the natural world and the human journeys that pass through Thunder Bay every day.

“Where Your Stories Take Flight”

The airport’s new tagline, “Where your stories take flight,” anchors a suite of updated messaging and terminal visuals that showcase YQT as more than a place of arrivals and departures.

“It’s a nod to the people who live here, the experiences we share, and the connections we make,” said Jackie MacDonald, Director of Business Development & Revenue Management.

The rebrand is part of a long-term vision that includes terminal improvements, expanded parking, and increasing passenger traffic, which exceeded 728,000 travellers last year.

Community at the Heart of the Process

The branding was developed through a community-first approach, led by Thunder Bay-based firms Pulp + Paper Creative and Bay Media & PR, in close partnership with TBIAA. The project also involved collaboration with local Indigenous Knowledge Keepers and Elders, travellers, airport staff, and industry stakeholders.

Key community insights that shaped the rebrand included:

• Nature as the defining feature of Northwestern Ontario

• A desire to make YQT “more than just planes”—a space that reflects local identity

• Strong support for including YQT as a visual anchor

• Passenger experience as a top future priority

What’s New at YQT

• ✅ Modern logo inspired by Northern Ontario’s geography and textures

• ✅ Updated signage and in-terminal visuals

• ✅ Revamped website led by local agency 11/17

• ✅ New messaging centered on connection, opportunity, and place

• ✅ Integrated YQT iconography to reflect local pride

“This new brand truly embodies the spirit of Northwestern Ontario,” said Gary Woodbeck, Chair of the TBIAA Board. “It honours our roots while positioning us for an exciting future.”

The rebrand will roll out across the airport in the coming months, offering a refreshed passenger experience for locals and visitors alike.