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New Logo and Identity for DFW by Interbrand



Noted Oct. 7, 2015 by Armin

Industry / Aviation Tags /


(Est. 1973) “Dallas Fort Worth International (DFW) Airport warmly welcomes more than 63 million customers along their journey every year, elevating DFW to a status as one of the most frequently visited superhub airports in the world. DFW Airport customers can choose among 149 domestic and 57 international nonstop destinations worldwide. DFW is elevating the customer experience with modernized facilities and updated amenities, as well as through a $2.7 billion Terminal Renewal and Improvement Program to renovate its four original terminal buildings. Centered between its owner cities of Dallas and Fort Worth, Texas, DFW Airport also serves as a major economic generator for the North Texas region, producing over $32 billion in economic impact each year by connecting people through business and leisure travel.”

Design by


Related links

DFW press release (PDF)
DFW new brand micro site
Brand guidelines (PDF with lots of bland prototype applications)

Relevant quote
As an integral destination in the journey, we warmly welcome travelers to the DFW experience, always advocating on their behalf as they discover, connect, and grow.

That promise is mirrored in the DFW mark. The channel that runs through the mark represents the clarity and strength of our clear path forward, allowing us to invite the world to what's next with confidence and optimism, always looking to the future.

Brand guidelines (PDF)

Images (opinion after)
New Logo and Identity for DFW by Interbrand
Logo detail.
New Logo and Identity for DFW by Interbrand
The “Journey Line” graphic.
Brand launch video. Wow.

The previous logo wasn't any good but at least it didn't have the misguided ambitions of the new logo and it was just a crummy, business-y logo. The new logo and overall brand launch is trying so hard it hurts and the video below is the most painful example. The logo could be worse I guess and it could have been designed more like the party they are trying to convey the airport is but it's definitely bland and awkward. I get the concept of the line and it's kind of clever to hinge it on the crossbar of the "F" but it comes across as so dry and unexciting and not at all like the transformative experience hinted at in the video. I guess if they had shown the logo without the video I would have just pegged it off as boring but when it tries to be more than it can actually achieve it turns for the worse.

Thanks to Roby McEuen for the tip.

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