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USA. Dallas Fort Worth International Airport today revealed its new brand, with the tag line “˜Travel. Transformed.’ The new identity is said to “invite customers to experience travel in new ways” and was unveiled today to employees and members of the community.
Participating in the brand launch were Dallas Mayor Mike Rawlings, Fort Worth Mayor Betsy Price, airport Board Chair Lillie Biggins, members of the Board of Directors and CEO Sean Donohue.
The previous brand was introduced more than 14 years ago. Since then, the airport has opened its international Terminal D, Grand Hyatt hotel and Skylink people mover, added over a dozen new airlines and air services to five continents. According to the airport, it has “evolved from a national hub to a world-class global superhub”.
“With our dynamic international growth, customers’ expectations are different today than they were in 2001,” said Donohue. “We recognised that our brand needed to evolve and match the responsibility we have as a global hub that drives global business and contributes US$32 billion annually to the local economy. The new brand signifies our commitment to our customers, positions us for the future and helps communicate our story of transformation.”
Today, Dallas/Fort Worth is the fourth busiest airport in the world in operations providing nonstop flights to more than 200 destinations. It handles more than 63 million passengers a year, nine million more than in 2001.
The new brand is said to “encompass the airport’s renewed commitment to elevating the customer experience and includes a visual identity and logo that is simple, clear and bold with the DFW letters prominent. A key element of the brand design is the journey line which moves through the logo, representing the role DFW plays in the journey of its customers.”
Donohue added: “The brand gives us a way to differentiate ourselves, communicate our story of transformation and excite others with our vision of the future and of connecting the world.”
Orange was selected as the primary colour of the new DFW Airport logo. It is said to have drawn inspiration from the colour of the sunrise and “new beginnings” that travel brings.
“The new colour resonates very well globally and reflects the spirit of DFW which is warm, welcoming and optimistic,” said Donohue. “It helps DFW stand out and convey the energy, stature and enthusiasm of a global superhub.”
DFW worked with Interbrand for consultation services in developing and implementing the new brand.
The new DFW brand will be rolled out over the next three years, starting with employee attire, Skylink trains, ground transportation vehicles, signage and digital media, which were introduced today. Customers will ultimately see a completely redesigned look DFW’s web and social media presence.
Two Skylink train cars and four DFW buses were rebranded in time for the launch event. DFW also dedicated a large logo sculpture sign in front of its new headquarters, flew its new flag and unveiled a banner of the Tokyo skyline from the top floor of the headquarters building. This marked the recent start of Japan Air Lines’ return flights to Tokyo Narita.
