Dallas/Fort Worth International (DFW) is transforming its image.
The airport has launched a fresh brand with the tagline “Travel. Transformed.” It replaces the current brand, which was put in place more than 14 years ago.
“DFW is a very different airport than it was 14 years ago,” says Sean Donohue, CEO of the airport. “With our dynamic international growth, customers’ expectations are different today than they were in 2001. We recognized that our brand needed to evolve and match the responsibility we have as a global hub that drives global business and contributes $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.”
A new logo was unveiled Oct. 1 to accompany the airport’s new identity; the image is bold with the DFW letters prominently displayed, along with a “journey line” moving through the logo to represent the role the airport plays in its customers’ journeys. The brand is also reflected in new employee attire, Skylink trains, ground-transportation vehicles, signage and digital media, as well as a new look for the airport’s website and social media presence that will be implemented in the next three years.
“Our new brand represents that DFW Airport will always move forward with confidence and optimism, continuously introducing the world to what’s next,” says Donohue. “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.”
