The parent company, which acquired Gatwick from BAA in December 2009, has unveiled a new blue and white visual identity, created by branding agency Lewis Moberly for the airport, to differentiate it from rival London Heathrow.
Andrew McCallum, director of communications and external affairs at Gatwick, said the identity would position Gatwick as a "challenger brand" to BAA, which owns Heathrow and Stansted airports.
McCallum added: "BAA is the establishment brand, so we want Gatwick to be a friendlier, more human airport throughout the customer journey."
An ad campaign, by Naked Communications, will roll out on Wednesday with the strapline: 'Your London airport – Gatwick". Naked was hired to handle Gatwick's ad account in May last year.
A two-year, £1bn investment programme at Gatwick will also see the introduction of an inter-terminal shuttle and an extension of its North Terminal.
With its new 'fast track' security system, the airport is vowing to pass all travellers through airport security within five minutes, while new retailers such as Superdry, Hugo Boss and Jo Malone have opened outlets at the airport.
Stewart Wingate, Gatwick chief executive, said: "Today is an important milestone as we compete to make Gatwick London's airport of choice for passengers and airlines."
He added: "Gatwick has long been recognised as London's favourite airport, a more friendly and enjoyable place to travel. It's by building on these qualities and investing in new facilities that Gatwick will go from strength to strength."
BAA was ordered by the Competition Commission to sell Gatwick and Stansted airports, as well as either Edinburgh or Glasgow airport, which it successfully challenged on the basis that "bias" was shown by the competition authorities.