Along with the new brand, orange was selected as the primary color of the new DFW Airport logo, replacing the blue color that was used throughout the airport.
Sean Donohue, CEO of DFW Airport, said the new brand replaces the current brand that was introduced more than 14 years ago.
Donohue said since then the airport has opened its world-class international Terminal D, Grand Hyatt and Skylink people mover, added more than a dozen new airlines and new air service to five continents and has evolved from a national hub to a world-class global superhub.
"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,” Donohue said. “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.”
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 on DFW’s web and social media presence.