DFW wins award for its rebrand

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LAXintl
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DFW wins award for its rebrand

Thu Apr 26, 2018 1:47 pm

Congrats DFW. Your bold rebrand is being noted in media and advertising world.

The airport and its partner Interbrand took the "Distinction Award" in the 2018 Rebrand Global Awards held in NYC honoring the most successful global brandings.

Always though the use of orange was a nice homage Dallas based Braniff, itself a branding icon.


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https://www.webwire.com/ViewPressRel.asp?aId=223182
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ahj2000
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Re: DFW wins award for its rebrand

Thu Apr 26, 2018 2:55 pm

Really?
I liked the blue better.
The gates and terminal definitely still have much more blue than orange. All the numbers, etc. are written in blue and the only real things that are orange are the logo when you pass by and the SkyLink.
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SonaSounds
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Re: DFW wins award for its rebrand

Thu Apr 26, 2018 3:58 pm

Good for DFW and I really like the new logo!

The interim logo they were using before this "the white with the orange" I was not as big of a fan.

The blue one before that was kind of a ripoff of SFO's longtime logo hence the change.

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Let alone looks like a lot of airport logos world wide. I like the orange as it adds some uniqueness.

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janders
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Re: DFW wins award for its rebrand

Thu Apr 26, 2018 4:02 pm

I was not a fan till I saw it in person a few weeks ago in Term-A I believe it was.

The orange is bold and fresh and probably a little nod to Dallas aviation history with Braniff.
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flyingclrs727
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Re: DFW wins award for its rebrand

Thu Apr 26, 2018 4:10 pm

LAXintl wrote:
Always though the use of orange was a nice homage Dallas based Braniff, itself a branding icon.


It reminds me of the trip my family took to Hawaii in 1978. We went in on one of the 747-123's BN leased from AA. It wasn't painted all orange like the BN owned 747's, but in a hybrid AA/BN livery. The AA red, white, and blue stripes were replaced with an orange stripe. The inside was definitely BN with 2-4-3 seating and some lounge seating in coach.
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UALFAson
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Re: DFW wins award for its rebrand

Thu Apr 26, 2018 8:23 pm

From the press release:

"Interbrand New York worked to create an identity around the DFW journey line, a channel that runs through the logo which represents clarity and strength of our path ahead. The overall brand expression reflects the warm and welcoming, entrepreneurial spirit and attitude of the people of Dallas and Fort Worth."

What the what?! I'm sorry, but none of that is intuitive to me, the average consumer, from looking at that block lettering. As pointed out earlier, very little at the airport is orange, and nothing about that logo identifies with DFW Airport, the cities of Dallas and Fort Worth (unlike Austin with the burnt orange of U of TX), or the state of Texas. Who voted on this? How bad was the competition?
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Polot
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Re: DFW wins award for its rebrand

Thu Apr 26, 2018 8:28 pm

UALFAson wrote:
From the press release:

"Interbrand New York worked to create an identity around the DFW journey line, a channel that runs through the logo which represents clarity and strength of our path ahead. The overall brand expression reflects the warm and welcoming, entrepreneurial spirit and attitude of the people of Dallas and Fort Worth."

What the what?! I'm sorry, but none of that is intuitive to me, the average consumer, from looking at that block lettering. As pointed out earlier, very little at the airport is orange, and nothing about that logo identifies with DFW Airport, the cities of Dallas and Fort Worth (unlike Austin with the burnt orange of U of TX), or the state of Texas. Who voted on this? How bad was the competition?

That’s just marketing talk. Every agency that comes up with a new brand/logo has ridiculous and stretching symbolisms and reasonings behind every little detail and color used, when most of the time the decisions by the client, and by the person who designed the stuff, actually come down to “we like how this looks the best. “

I do like the DFW logo and use of orange though. Use of blue in airport design has been done to death.
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DFW17L
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Re: DFW wins award for its rebrand

Thu Apr 26, 2018 8:55 pm

I wasn't sure about the orange at first. But now I'm liking it. Very Dutch, if you ask me.
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wxtech
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Re: DFW wins award for its rebrand

Thu Apr 26, 2018 9:10 pm

Whataburger International Airport!!
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AA737-823
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Re: DFW wins award for its rebrand

Thu Apr 26, 2018 9:30 pm

I like it, sure.
But I'm not sure that there's anything deserving of an "award" to it.
I mean, someone clicked on the color orange and picked a font.
But hey, trophies for everyone...
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flydude380
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Re: DFW wins award for its rebrand

Fri Apr 27, 2018 9:00 am

Are they owned by Easyjet now?
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neomax
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Re: DFW wins award for its rebrand

Fri Apr 27, 2018 9:11 am

wxtech wrote:
Whataburger International Airport!!


Now we're talking.
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UPlog
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Re: DFW wins award for its rebrand

Tue May 01, 2018 9:52 pm

I also like the rebrand and use of orange. Different than the typical blue which too many airports congregate around.
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CIDFlyer
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Re: DFW wins award for its rebrand

Tue May 01, 2018 9:55 pm

wxtech wrote:
Whataburger International Airport!!


Now if only they would get a Whataburger in the airport like at DAL & IAH
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super80
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Re: DFW wins award for its rebrand

Tue May 01, 2018 10:54 pm

Somehow I think one of the main reasons they picked colour orange because the DART train that connects DFW airport to Dallas uses “Orange Line”. The rebranding happened not long after the DFW AIRPORT STATION open
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stevend08
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Re: DFW wins award for its rebrand

Tue May 01, 2018 11:12 pm

I had a dutch passenger come up to me and asked whether all the orange was for King's Day.
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Antarius
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Re: DFW wins award for its rebrand

Tue May 01, 2018 11:13 pm

I go thru DFW probably 2-4 times a week and really do like the pop of the orange, the logo etc.

DFW is just a phenomenal overall airport. Not the flashiest, but I would say there is no other airport in the large hub category where I can go from any gate to any gate in 10 minutes or less.
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