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Brand a place as big as an airport: JFK Terminal 4

JFK Terminal 4, the only privately owned terminal in the states, came to us with one important question. How to personify Terminal 4 through a new identity? Their objective was to not only create a logo but also create a memorable sense of place. Through the visual identity we captured the spirit of “Guide & Delight” and the duality that is inherent to the terminal. Terminal 4 can “Guide” the passengers by being efficient, safe, and reliable as well as “Delight” them by creating surprising and engaging moments. Traveling through a terminal should not be a dreadful experience but an engaging pleasant journey.

By referencing tarmac graphics and airplane jet air streams, the logo portrays the duality of “guide & delight” inherent to the terminal.

Arno Baudin, Design Director

“4” is treated not just as the number but also as the driving force of extending the messaging system. 4 ALL 4 YOU 4 NYC 4 JOY... The possibilities are endless.

Min Lew, Partner

We created a custom typeface that is open/light and also implies the journey. This allows the brand to be approachable and easily recognizable throughout the terminal without being too corporate.

Arno Baudin, Design Director

We partnered with illustrator Tomi Um to create unique characters. Often placed in unexpected locations the characters aid the travelers with useful tips and info. Of course it is important to guide travelers, but it is equally important to put smiles on their faces 🙂

Inva Çota, Designer

The identity was created to be flexible, toning up and down the fun aspect of the system. Where appropriate, applications take a more serious tone, but without losing the spirit of the identity.

Gina Shin, Designer

While waiting to board travelers encounter travel-themed quotes and illustrations to make them even more excited for their experiences ahead.

Inva Çota, Designer

Terminal 4 is a proud New Yorker. Many visitors are first timers in the city and some don’t have a chance to see it from connecting flights. It was important to have elements of NY spread around the terminal.

Min Lew, Partner

What good is an identity if not able to be seen from Google Earth?

Jake Post, Director of Operations