Bob Hope Airport in Burbank Gets New ‘Brand Identity’: ‘Hollywood Burbank Airport’

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The Bob Hope Airport in Burbank will soon start going by a new name: the Hollywood Burbank Airport.

The change was announced by the airport on Tuesday, a day after the Burbank-Glendale-Pasadena Airport Authority chose the new “marketing brand identity.”

The airport’s “legal name” will remain Bob Hope Airport, which the facility was renamed in 2003 in honor of the legendary comedian, who lived in nearby Toluca Lake.

The phrase Hollywood Burbank Airport will be used to market the Burbank airport to passengers, particular those from areas east of the Rocky Mountains. It’s intended to signify to travelers that they have an alternative to LAX when flying into the Los Angeles area, airport authority President Frank Quintero said.

“The City of Burbank is known as the Media Capital of the World and we want to promote its proximity to popular centers of entertainment,” Quintero said in a statement.

The new name comes after a South Pasadena creative agency, Anyone Collective, was hired in January 2015 to work on the airport’s brand.

Last year, the firm had recommended the name “Los Angeles Burbank Airport,” which did not go over well, the Los Angeles Times reported. A representative of the Hope family also objected.

The choice of the new name is part of a rebranding process that will eventually include a new airport logo to go with the “Hollywood Burbank Airport brand identity.”

The facility was renamed the Hollywood-Burbank Airport in 1967, and then dubbed the Burbank-Glendale-Pasadena Airport in 1978, the Times has reported.