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.
















      EXAMPLES
 
     

It is important to differentiate brand signing from directional and regulatory signing within the airport. Branded signing within the airport must take into account the variety of architectural features, colors, materials, finishes and lighting conditions that exist in the current environment and those being planned for the future. There are two categories of architectural environments in which brand signing is applied:

  1. STANDARD
  2. HIGH-END

 

1. STANDARD

This category covers most public areas of the airport including concourses and terminals, and DFW managed services and gate check-in areas. An example would be the Visitor Information Kiosk. Because DFW's brand presence in public areas will increase in the future, successful sign solutions, consistently applied, will contribute greatly in establishing brand awareness. Brand signing in this category must be:

  • Clearly visible to visitors in the concourse area
  • Impactful
  • Sophisticated and contemporary
  • Cost effective

Special planning and prototyping will be required to establish firm design standards for this category. Cost effective materials, fabrication processes and installation methods must be carefully considered. Design considerations include:

  • Scale and installation locations of the DFW Logo on wall surfaces including gate check-in areas
  • Shared brand identification with an airline (DFW brand should be no more prominent and may be less prominent than the airline brand for a more subtle presence)
  • Repetition of DFW Logos per area
  • Materials and fabrication processes
  • Wall re-painting, re-surfacing treatments when required
  • Lighting
 
     

VISITOR INFORMATION CENTER KIOSK
 
     

2. HIGH-END

This category covers special areas of the airport in which a more sophisticated image is required, such as in the administration offices, or at custom designed facilities in which the brand identity elements are materially integrated into the overall architectural environment. Examples include the Guest Services Center and the Board Room. Brand signing in this category must be:

  • Clearly visible and well illuminated
  • Sophisticated and contemporary
  • Appropriate for a corporate/business environment
  • Materially rich
  • Architecturally integrated

Brand signing for this category will be highly customized, responding to specific requirements and desired effects in a given location. Design considerations include:

  • Scale of elements appropriate for audience (i.e. business visitors vs. general public)
  • Distance viewing requirements
  • Pre-existing wall and glass surfaces in non-customized environments
  • Materials and fabrication processes
  • Innovative illumination techniques
 
     

GUEST SERVICES CENTER SIGNAGE
 
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