DFW Airport unveils new brand, logo

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Dallas Fort Worth International Airport unveiled a new brand this morning as the airport aim to better reflect how the airport has grown from a major domestic gateway to become more of an international airport.

The new DFW brand and its tagline “Travel. Transformed.” were unveiled today at the Airport Headquarters to employees, board members and invited guests from the community.

“DFW is a very different airport than it was 14 years ago. With our dynamic international growth, customers’ expectations are different today than they were in 2001,” said Sean Donohue, CEO of DFW Airport. “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.”

Orange was selected as the primary color of the new DFW Airport logo drawing inspiration from the color of the sunrise and marking the new beginning that travel brings, according to airport officials.

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“The new color resonates very well globally and reflects the spirit of DFW which is warm, welcoming and optimistic,” said Donohue. “The color helps DFW stand out and convey the energy, stature and enthusiasm of a global superhub.”

DFW contracted with the internationally renowned firm 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 Airport officials 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 commemorating the most recent international announcement – Japan Air Lines’ return to DFW with new flights to Tokyo Narita.

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DFW Airport’s current brand was introduced more than 14 years ago. Since then, DFW has opened up its international Terminal D, Grand Hyatt and Skylink people mover, added over a dozen new airlines and new air service to five continents, evolving from a national hub to an airport with nonstop service to 148 domestic and 56 international destinations.

DFW Airport is currently fourth busiest airport in the world in operations serving more than 63 million passengers a year, nine million more than in 2001. Seventeen cargo airlines provide service to the world’s major cargo hubs from DFW.

DFW Airport, then called DFW Regional Airport, opened in 1974.

With the new brand, the full formal name of the airport is now “Dallas Fort Worth International Airport” with no slashes or dashes. A dash was part of the original formal name, but highway signs used a slash to make it “D/FW Airport,” so many organizations picked up that terminology.

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Robert is a Fort Worth native and longtime editor of the Fort Worth Business Press. He is a former president of the local Society of Professional Journalists and was a freelancer for a variety of newspapers, weeklies and magazines, including American Way, BrandWeek and InformatonWeek. A graduate of TCU, Robert has held a variety of writing and editing positions at publications such as the Grand Prairie Daily News and InfoWorld. He is also a musician and playwright.

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