DFW

Official Websites

• https://www.dfwairport.com
• http://www.dfwairport.com

Brand Guidelines

2016

Brand Summary

Mission

• To warmly welcome travelers to the DFW experience, advocating on their behalf as they discover, connect, and grow, and inviting the world to what’s next with confidence and optimism [^1].

Core Values

• clarity
• strength
• confidence
• optimism
• warmth
• welcoming
• entrepreneurial spirit
• dedication
• bold advocacy for travelers
• energy
• stature
• enthusiasm

Target Audience

• Global travelers seeking discovery, connection, and growth, with a focus on providing a world-class experience at a global superhub [^2].

Personality Traits

• warm
• welcoming
• optimistic
• energetic
• sophisticated
• clear
• modern
• bold

Visual Identity Overview

• The visual identity centers on the DFW mark in vibrant orange, supported by a warm and welcoming color palette, modern sans-serif typography (Neue Haas Unica), and the journey line graphic element. The brand emphasizes clarity, simplicity, and forward movement, with strict logo usage and layout rules to maintain consistency [^3].

Categories

Brand Imagery

• The journey line’s versatility allows it to be used in numerous ways, both as a graphic element as well as with photography. As a graphic element, the journey line can direct a viewer’s eye by highlighting interactive or notable text in print or digital applications. It can also be incorporated into patterns or illustrations to add an accent or visual interest. The journey line may also be integrated into physical environments as well.
• The journey line may be used in combination with the DFW mark, but only in limited circumstances and when there isn’t supporting messaging or other brand element to help tell the DFW story. Applications such as our business card, vehicles and water tower may use the journey line in this way. When using the journey line with photography, it might weave in and out of subjects or move around them, creating an outline. Additionally, the journey line may react to subjects of photography through movement, such as bending, vibrating, or waving.
• A minimum clear space for the journey line should be observed to maintain the clarity of the journey line and the elements with which it interacts.
• The minimum clear space for the journey line is determined as 1.75 times its thickness.
• The clear space should be increased wherever possible, particularly when used at smaller sizes or when highlighting portions of text.
• Be sure to also observe the clear space requirements of any other elements used in conjunction with the journey line, such as the DFW mark.
• The thickness of the journey line may change depending on the size and shape of a communication. The intent should always be to present the journey line as a simple and clear horizontal element while maintaining a light and uncluttered layout.
• A recommended starting place would be to match the thickness of the journey line to the channel that runs through the primary DFW logo (about the height of “DFW”). The thickness may then be increased to fit the proportions of the particular layout.
• When using the journey line next to the DFW logo, the thickness of the journey line should match the thickness of the channel that runs through the logo.
• Avoid sizing the journey line to a thickness below that of the channel that runs through “DFW.”
• Do not use more than one journey line at a time.
• Do not draw overly complicated shapes with the journey line.
• Do not exaggerate or fluctuate the thickness of the journey line.
• Do not use the journey line in colors other than DFW Orange. The journey line may also be reversed out of any color in the DFW palette, except DFW Light Gray.
• Do not add gradients, shadows or other effects to the journey line.
• Do not crease or fold the journey line.
• Do not draw words with the journey line.
• Do not use the journey line at angles other than horizontal.
• Do not wrap the journey line around an object.
• Do not form maze-like or meandering paths with the journey line.
• Do not allow the journey line to interact with text.
• Do not break, cut off, or make patterns with the journey line.
• Do not allow the journey line to interact with secondary images or elements. The journey line should only interact with a primary image.
• Do not attach arrows, embellishments or ornamentation to the end of the journey line.
• Do not construct a frame or bounding box to hold additional elements with the journey line.

Color Palette

• The DFW color palette encompasses a selection of primary and secondary colors reflecting the warm and welcoming nature of the brand.
• Spot and CMYK values should be used for all printed materials. RGB or Hex should be used in screen-based applications (PowerPoint, mobile, website).
• Colors from the primary palette should be used most prominently and appear in every communication.
• Secondary colors should supplement colors from the primary palette and should most often occur in secondary graphic elements like icons, infographics, charts and graphs, app alerts.
• DFW Orange Pantone 166 C CMYK: 0/75/100/0 RGB: 255/80/0 HEX: #FF5000
• DFW Light Gray Pantone Cool Gray 1 C CMYK: 0/0/0/8 RGB: 230/230/230 HEX: #E6E6E6
• DFW Dark Gray Pantone Cool Gray 10 C CMYK: 0/0/0/80 RGB: 88/88/88 HEX: #585858
• DFW Purple Pantone 5265 C CMYK: 86/83/9/45 RGB: 65/57/95 HEX: #41395F
• DFW Yellow Pantone 130 C CMYK: 0/32/100/0 RGB: 242/169/0 HEX: #F2A900
• DFW Blue Pantone 631 C CMYK: 74/0/13/0 RGB: 62/177/200 HEX: #3EB1C8
• In addition to the recommended print and digital values, specific recommendations are available for use with embroidery, plastics, paint, and vinyl.
• DFW Orange Thread: Madeira 1078 or Robison-Anton 2469 Plastic: Pantone Q510-4-2 Paint: Matthews Paint 12601 Vinyl: Scotchcal 7725-14
• DFW Purple Thread: Madeira 1233 or Robison-Anton 2386 Plastic: Pantone Q260-1-3 Paint: Matthews Paint 00340 *Vinyl: CMYK: 86/83/9/45
• DFW Light Gray Thread: Madeira 1086 or Robison-Anton 2539 Plastic: Pantone Q758-3-5 Paint: Matthews Paint 07273 Vinyl: Scotchcal 7725-11
• DFW Dark Gray Thread: Madeira 1240 or Robison-Anton 2565 Plastic: Pantone Q716-3-2 Paint: Matthews Paint 07026 Vinyl: Scotchcal 7725-41
• DFW Yellow Thread: Madeira 1024 or Robison-Anton 2464 Plastic: Pantone Q030-2-1 Paint: Matthews Paint 02520 Vinyl: Scotchcal 7725-64
• DFW Blue Thread: Madeira 1289 or Robison-Anton 2306 Plastic: Pantone Q320-4-3 Paint: Matthews Paint 08713 *Vinyl: CMYK: 74/0/13/0
• *These colors have no close solid vinyl match. It is recommended to print CMYK on vinyl when using these colors.
• In order to achieve a consistent and expressive look in each piece of communication, care should be taken to apply color to layouts in the correct proportion.
• The majority of the layout, and in particular the background, should use white or DFW Light Gray.
• DFW Orange adds an optimistic and energetic quality and should be used with the journey line or to highlight key information.
• Colors from the secondary palette should be used sparingly to supplement the primary colors.
• All text should appear in DFW Dark Gray or DFWOrange.
• Colors in the palette may be tinted to add visual interest and variation to communications. It is recommended to tint colors in 20% increments to maintain strong contrast between them.
• Avoid using tints of DFW Light Gray.

Typography

• Typography plays a vital role in tying the brand together both in style and consistency. Neue Haas Unica is a recently released typeface—ensuring a fresh, rare, modern, sophisticated experience that is designed for audiences today.
• It’s a unique typeface that combines the positive aspects of each of its influences, Helvetica and Univers, into something clean and understated, warm, and elegant. Its generous spacing and naturally proportioned capital letters allow for greater readability and characters that are easily recognizable to global audiences.
• DFW’s core typeface is Neue Haas Unica. This typeface was chosen because of its warm, sophisticated, and clear nature.
• Weights available include Light, Regular, Medium, and Bold. Each is also available in Italic.
• Neue Haas Unica is available from Linotype: http://www.linotype.com
• Neue Haas Unica is available in several language and format options. It is recommended to use the Paneuropean (W1G) language option which supports Latin, Greek, and Cyrillic characters, and the OpenType TTF format option which provides additional control over how characters are rendered on screen.
• However, as with any software, be sure to verify compatibility with your operating system and computer hardware before purchasing.
• DFW’s secondary typeface is Arial. This typeface has similar characteristics to Neue Haas Unica, but is widely available as a system font on many computers
• As such, it should only be used in cases where Neue Haas Unica is unavailable, such as in the Microsoft Office Suite (PowerPoint, Word, and Excel).
• Weights available include Regular and Bold, each also available in Italic.
• Arial is a default font on most operating systems, however it is also available from Linotype: http://www.linotype.com

Logo Usage

• The DFW logo is available in two configurations. The primary logo contains the “DFW” mark in DFW Orange. The secondary logo adds the formal name “Dallas Fort Worth International Airport” in DFW Dark Gray.
• The primary logo should be used in most touch points, particularly those that appear inside the airport.
• The secondary logo should only be used when additional context is needed, such as advertising that may appear in another country.
• Additionally, both the primary and secondary logos are each available in black and reverse versions. These versions should only be used in cases where it is not possible to use the preferred full-color versions.
• The DFW logo uses a clear space to maintain the clarity and impact of the logo. The clear space surrounds the logo and should be kept free of competing graphics, images, or typography.
• The clear space is determined from one half of the cap-height of “DFW.”
• To maintain legibility, the DFW logo should not be used at sizes below the prescribed minimum size. Avoid scaling the primary logo below .125" high for print or 15 pixels high for on-screen use. The secondary logo should not be scaled below .25" high for print or 25 pixels high for on-screen use.
• Occasionally it may be necessary to apply the logo to backgrounds that contrast very little with the logo. In these cases the black or reverse logos should be used.
• To determine whether to use the black or reverse logos, first convert the background color to grayscale. If the resulting grayscale color is 40% black or less, use the black logo. Otherwise, use the reverse logo.
• Use black logo at contrast 40% or less
• Use reverse logo at contrast greater than 40%
• The primary DFW logo may be arranged with a partner logo to signify a co-branded joint relationship. The resulting lockup should consist of a DFW Dark Gray divider line separating the logos, with the DFW logo on the right.
• Never create co-branding lockups with the secondary DFW logo or the DFW Tagline logos.
• The clear space between and around each element is one half the height of “DFW.”
• Observe the established minimum sizes for both the primary DFW logo as well as the partner logo employed in the lockup.
• The partner logo used on the left side of a lockup should be of similar proportions to the DFW logo on the right side.
• A recommended starting place would be to match either the height or the width of the partner logo to that of the DFW logo. You may need to then reduce the size of the partner logo to achieve a visual balance.
• The height of the divider line should be 150% of the height of “DFW.” The divider line’s weight should be .5pt for most applications. When used at extremely large sizes, the weight of the bar may be scaled up proportionately. However, it should never be scaled down below a weight of .5pt.
• All elements of the co-branded logo lockup should be centered vertically in relation to each other.
• Avoiding incorrect construction of co-branded logo lockups helps to add consistency and clarity to our communications.
• Do not scale elements in such a way as to make them appear unbalanced.
• Do not construct lockups in a vertical arrangement.
• Do not place the DFW logo to the left in a co-branded lockup.
• Do not modify the divider line.
• Do not remove the divider line.
• Do not create co-branded lockups with logos other than the primary DFW logo.
• The DFW logo should be placed on the right side of a layout to emphasize the idea of forward movement and a journey.
• The logo may be placed in either the top or bottom corner, or centered vertically in the layout.
• Using the logo incorrectly can introduce confusion and inconsistency in the DFW brand.
• Do not alter the size of the elements of the logo in relation to each other.
• Do not alter the position of the elements of the logo.
• Do not distort the logo.
• Do not alter the typeface of the logo.
• Do not alter the color of the logo.
• Do not add effects to the logo.
• Do not use the logo on a pattern or image that impedes legibility.
• Do not use the logo on a background color that impedes legibility.
• Do not use the logo in text.

Tone And Messaging

• 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.
• Our tagline is the most succinct expression of our identity.
• Taglines can drive clarity about the purpose of a business or company. They can help eliminate confusion when they describe what an organization does, or they can help set the expectation for the experience that a brand creates.
• Our tagline works with our logo to create a distinct way to recognize us and support what DFW stands for.
• “Travel. Transformed.” defines our industry while also promising a revolutionary experience. It has momentum, creating an active tone. It’s a simple direct invitation to come see DFW for yourself.
• The tagline can be used to make DFW Airport stand out as different and to signal that its approach is changing. The tagline can also be used as a lead-in to DFW’s larger brand story.
• Use the tagline when talking about DFW Airport’s larger story, as in advertising.
• Reserve for bigger ideas and spaces as in entrances, lobbies, or sculptures that welcome visitors.
• Use in pieces that communicate DFW Airport’s unique benefits.
• Incorporate into communications that represent big changes or initiatives that took a lot of effort.
• Use on everyday communications or in common signage like a on a bus, a street sign, or as wallpaper in a terminal.
• Use as a signoff or default way to end pieces.
• Use in communications that are primarily focused on other brands or partners; the logo and tagline are only to represent DFW Airport.
• Our brand colors reflect the spirit DFW embodies: warm and welcoming with an entrepreneurial spirit and a drive to get things done.
• Orange is also an optimistic color in geographies around the world. It helps us stand out and conveys the energy, stature, and enthusiasm of a world-class global superhub.
• DFW Orange adds an optimistic and energetic quality and should be used with the journey line or to highlight key information.
• Colors from the secondary palette should be used sparingly to supplement the primary colors.
• All text should appear in DFW Dark Gray or DFWOrange.
• Neue Haas Unica is a recently released typeface—ensuring a fresh, rare, modern, sophisticated experience that is designed for audiences today.
• It’s a unique typeface that combines the positive aspects of each of its influences, Helvetica and Univers, into something clean and understated, warm, and elegant.
• Its generous spacing and naturally proportioned capital letters allow for greater readability and characters that are easily recognizable to global audiences.
• DFW’s core typeface is Neue Haas Unica. This typeface was chosen because of its warm, sophisticated, and clear nature.
• DFW’s secondary typeface is Arial. This typeface has similar characteristics to Neue Haas Unica, but is widely available as a system font on many computers.
• DFW’s secondary typeface should only be used in cases where Neue Haas Unica is unavailable, such as in the Microsoft Office Suite (PowerPoint, Word, and Excel).
• Our journey line is an extension of our logo, representing the traveler’s forward-moving journey through DFW. The orange journey line is always used intentionally and with purpose. This principle of horizontal behavior is something we try to maintain throughout the design, reinforcing the idea of inviting you to what’s next.
• The purpose of the journey line is help tell stories that support our brand’s unique proposition: inviting our travelers to what’s next on their journey of discovery, connection, and growth.
• The journey line supports our positioning and messaging—the ideas behind our communications. As such, the journey line is used in a purposeful way and as a strategic element in our communications.
• The journey line is not a graphic to use arbitrarily or in a decorative way. Put simply: if the DFW story isn’t being communicated through the rest of the elements (headline, subhead, body copy, photography, layout) and you require the journey line to do that lifting…then your story could be simplified to put the right emphasis on the journey line.
• When thinking about using the journey line, ask yourself a few simple questions: • Does your touchpoint need the journey line element? It’s not a rule or divider, nor an accent or copy-container. If in doubt, leave it out. • Is the line helping tell the story of DFW, not the specific subject of your piece? • How does the line imply the traveler’s journey (discovery, connection, growth)? • How can it support the ideas of optimism, dedication, and bold advocacy for travelers?
• The journey line does not need to be used on every application, nor should it be. It is best used in high-profile touchpoints with emotive, brand-focused messages. Day-to-day functional communications should not use the line.
• The journey line may be used in combination with the DFW mark, but only in limited circumstances and when there isn’t supporting messaging or other brand element to help tell the DFW story. Applications such as our business card, stationery, vehicles and water tower may use the journey line in this way.

Brand Values

• 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.
• We drew inspiration for the colors of our logo and brand from the sunrise—a marker of new beginnings like those that travel brings. Our brand colors reflect the spirit DFW embodies: warm and welcoming with an entrepreneurial spirit and a drive to get things done.
• Orange is also an optimistic color in geographies around the world. It helps us stand out and conveys the energy, stature, and enthusiasm of a world-class global superhub.

Visual Style

• The DFW logo is available in two configurations. The primary logo contains the “DFW” mark in DFW Orange. The secondary logo adds the formal name “Dallas Fort Worth International Airport” in DFW Dark Gray.
• The primary logo should be used in most touch points, particularly those that appear inside the airport.
• The secondary logo should only be used when additional context is needed, such as advertising that may appear in another country.
• Additionally, both the primary and secondary logos are each available in black and reverse versions. These versions should only be used in cases where it is not possible to use the preferred full-color versions.
• The DFW logo uses a clear space to maintain the clarity and impact of the logo. The clear space surrounds the logo and should be kept free of competing graphics, images, or typography.
• The clear space is determined from one half of the cap-height of “DFW.”
• To maintain legibility, the DFW logo should not be used at sizes below the prescribed minimum size. Avoid scaling the primary logo below .125" high for print or 15 pixels high for on-screen use. The secondary logo should not be scaled below .25" high for print or 25 pixels high for on-screen use.

Layout And Composition

• The DFW logo uses a clear space to maintain the clarity and impact of the logo. The clear space surrounds the logo and should be kept free of competing graphics, images, or typography.
• The clear space is determined from one half of the cap-height of “DFW.”
• To maintain legibility, the DFW logo should not be used at sizes below the prescribed minimum size. Avoid scaling the primary logo below .125" high for print or 15 pixels high for on-screen use. The secondary logo should not be scaled below .25" high for print or 25 pixels high for on-screen use.
• The DFW logo should be placed on the right side of a layout to emphasize the idea of forward movement and a journey.
• The logo may be placed in either the top or bottom corner, or centered vertically in the layout.

Co Branding

• The primary DFW logo may be arranged with a partner logo to signify a co-branded joint relationship. The resulting lockup should consist of a DFW Dark Gray divider line separating the logos, with the DFW logo on the right.
• Never create co-branding lockups with the secondary DFW logo or the DFW Tagline logos.
• The clear space between and around each element is one half the height of “DFW.”
• Observe the established minimum sizes for both the primary DFW logo as well as the partner logo employed in the lockup.
• The partner logo used on the left side of a lockup should be of similar proportions to the DFW logo on the right side.
• A recommended starting place would be to match either the height or the width of the partner logo to that of the DFW logo. You may need to then reduce the size of the partner logo to achieve a visual balance.
• The height of the divider line should be 150% of the height of “DFW.” The divider line’s weight should be .5pt for most applications. When used at extremely large sizes, the weight of the bar may be scaled up proportionately. However, it should never be scaled down below a weight of .5pt.
• All elements of the co-branded logo lockup should be centered vertically in relation to each other.
• Avoiding incorrect construction of co-branded logo lockups helps to add consistency and clarity to our communications.
• Do not scale elements in such a way as to make them appear unbalanced.
• Do not construct lockups in a vertical arrangement.
• Do not place the DFW logo to the left in a co-branded lockup.
• Do not modify the divider line.
• Do not remove the divider line.
• Do not create co-branded lockups with logos other than the primary DFW logo.

Additional Properties