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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DFW LOGO ARTWORK AND COLOR
The DFW Logo in Gradient Blue/White is the standard Logo for brand signing. In special instances when a more high-end, corporate look is desired the Logo may be metallic silver or sandblasted on glass in contrasting finishes. A Gradient Blue Logo works well in an architectural environment with white, silver, gray or buff tone surfaces. (It works least well in more traditional environments with wood paneling or Southwest tone surfaces. In these environments, a back panel is encouraged.)
On all digital artwork the Logo has an integral border that ensures that it is separated from the background color on which it is staged. In the Gradient Blue/White Logo the border is white, ensuring that the Acronym and Airstream are white. On transparent surfaces such as glass, the border may be eliminated so that the Acronym and Airstream are transparent. On the metallic silver Logo, the border, Acronym and Airstream will be a contrasting finish of the silver, never white.
On all branded signing, the Logo should only be as large as is necessary to be visible from the estimated viewing distance.
LOGO CLEAR SPACE
No other graphic elements should impede on the DFW Logo. Always leave
a generous amount of clear space around the Logo.
CLEAR
SPACE LOGO RESTRICTIONS
Refer to DFW Logo, in the Identity Section of these Guidelines, for general reference of the Logo artwork on white, light and solid color backgrounds. Never reproduce the Logo in any color rendition but DFW Gradient Blue/White, metallic silver and non-color version on glass. Always use the DFW Logo artwork provided in the Downloads section. Never extract elements from the Logo or attempt to modify or recreate the Logo in any way.
TYPOGRAPHY
Identification signing for specific areas or services where the DFW brand is featured must be consistent with the DFW Brand Identity Program. The approved typeface is Avenir 55 Roman. All proper service and administration office names should be in capital letters. Secondary sign identification shall be mixed case. Never use Helvetica, Univers or any other typeface to create identification signing in DFW branded areas. Always use normal letter and word spacing. When special symbols or pictograms are required use those consistent in design with airport standards. The Avenir font may be purchased for a modest price at www.agfa.com.
