DFW AIRPORT BRANDED SIGNING
Use of the DFW Logo, color, typography and signing materials in the airport
environment must reflect the overall DFW Brand Identity Program. This
section outlines some basic brand principles and design points that will
help DFW representatives, staff members, internal architects and sign
designers make informed decisions on brand signing. It is essential that
the user of this section is familiar with the contents of the Identity
Section of these Guidelines. If you have any questions about the content
of this section, contact:
Brand Specialist, Pam Ervin-Davis
972 574 8770 or
Sharon McCloskey 972 574
0858.
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The purpose of brand signing is to identify DFW facilities, services and areas of operation to the general public and business visitors. Creative efforts should aim to communicate the brand characteristics of DFW, namely:
- Professional
- Friendly
- Modern/leading edge
- Empathetic/caring/responsive
- World class/international
- Unique
GUIDING PRINCIPLES, NOT A RULEBOOK
As brand signing will be implemented on an as-needed basis, no comprehensive guidelines are available at this time. In lieu of that, we have compiled these ‘top line’ recommendations for signing so that, at a minimum, signing is in keeping with the overall DFW Identity and is executed in the spirit of the DFW brand. It is essential however that the DFW staff member or representative plays a strong role in judging whether any sign design proposal meets the criteria of the brand characteristics.
