John C. Munro Hamilton International Airport launched its redesigned website Monday as part of a plan to establish a more visible brand in 2013.

In addition to a more serious monochromatic colour scheme, the site has a new address flyhamilton.ca and features the airport's new logo and slogan, "For those who really want to fly."

"The idea of the new brand is redefining flight," said Lauren Yaksich, a spokesperson for Hamilton International Airport.

That redefinition emphasizes speed and convenience, said Yaksich, hence the slogan which offers a play on the word 'fly'.

In keeping with the idea of speed and convenience, the redesign is intended to streamline the website for users by making information related to arrivals, departures and available flights more easily accessible.

Yaksich said the airport looked at what people were searching for most often on the old site and put those elements at the forefront of the redesign.

The revamped website is the first step in the airport's rebranding effort.

The airport's official brand launch will be marked by a community open house at John C. Munro Hamilton International Airport in early February, which will also see the unveiling of a new departures lounge.