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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 not only to create a logo but to create a memorable sense of place. Through the visual identity we captured the spirit of “Guide & Delight”: 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 and pleasant journey.

By referencing tarmac runways and airplane jet 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 of the terminal but as the driving force behind the entire 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 that is evocative of travel. 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, Design Director

The fun, playful identity was created to be flexible. Where appropriate, applications take a more serious tone, but without losing the spirit of the identity.

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

Inva Çota, Design Director

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 throughout the terminal.

Min Lew, Partner

What good is an identity if it can’t be seen from Google Earth?

Jake Post, Director of Operations