In late 2015, Dallas/Fort Worth International Airport unveiled a refreshed brand and the tagline “Travel. Transformed.” The rebrand is designed to present DFW as a welcoming, globally connected hub focused on passenger experience, ongoing improvement and higher standards of service. Central to the new identity is a bright‑orange logo that evokes fresh beginnings and features a distinctive “journey line” running through its center.
DFW’s prior brand was introduced 14 years earlier, and airport officials note the significant changes that have occurred since then. The airport opened the world‑class Terminal D and added more than a dozen carriers to its route network. Today, DFW provides non‑stop service to over 200 destinations across five continents and serves roughly 63 million passengers annually.
Terminal D check-in © Dallas/Fort Worth International Airport
The new brand will be phased into daily operations through 2018. Early updates include revised employee uniforms, refreshed signage and digital assets, new liveries for Skylink trains and ground transportation vehicles, and updated branding across the airport’s social media channels.
Travelers departing from Terminal D will notice enhanced retail and dining choices as part of the makeover. Duty‑free and luxury retail offerings will expand to include brands such as Chanel, Dior, Gucci, Burberry and Michael Kors. New dining options will feature concepts like The Italian Kitchen by Wolfgang Puck and Café Izmir Mediterranean Tapas of Dallas. Since Terminal D opened in 2005, the facility has helped grow DFW’s international traffic by 38 percent.
At the same time as the brand rollout, DFW hosted its State of the Airport event where leaders shared updated economic impact figures: an estimated $37 billion in economic activity and roughly 228,000 jobs supported in the North Texas region. Officials also announced that DFW received its first patent for interactive information technology that helps passengers locate shopping and dining options via touchscreen kiosks. Additionally, the airport achieved a U.S. milestone by becoming the first airport in the country to earn Level 3 certification from the Airport Carbon Accreditation program for efforts to reduce carbon emissions.