By referencing tarmac graphics and airplane jet air streams, the logo portrays the duality of “guide & delight” inherent to the terminal.
“4” is treated not just as the number but also as the driving force of extending the messaging system. 4 ALL 4 YOU 4 NYC 4 JOY… The possibilities are endless.
We created a custom typeface that is open/light and also implies the journey. This allows the brand to be approachable and easily recognizable throughout the terminal without being too corporate.
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 🙂
The identity was created to be flexible, toning up and down the fun aspect of the system. 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.
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 around the terminal.
What good is an identity if not able to be seen from Google Earth?