In the latter part of 2015, Dallas/Fort Worth International Airport announced its new brand and tagline, “Travel. Transformed.” The airport’s new branding goal is to project DFW as both a global and inviting hub committed to its travelers, continuous progress and reaching new heights of excellence. A large part of the branding effort relies on the new logo, featuring a bright-orange hue to symbolize the new beginnings travel offers, as well as a “journey line” through the middle of the logo.

The airport’s previous brand was created 14 years ago, and airport representatives stress the massive amount of change the airport has undergone in that time. In addition to opening the world-class Terminal D, Dallas/Fort Worth added more than a dozen new airlines to its lineup. Today DFW offers non-stop flights to more than 200 destinations on five continents, servicing 63 million passengers a year.

Terminal D check-in © Dallas/Fort Worth International Airport

The new brand will slowly be incorporated into everyday airport operations through 2018. More immediate changes include employee attire, signage and digital media, Skylink trains and transportation vehicles and new branding to social media platforms.

In addition, guests flying out of the airport will notice changes to Terminal D including new duty-free shopping, dining and spa options. Visitors can expect to see luxury brands such as Chanel, Dior, Gucci, Burberry, Michael Kors and more. New dining venues will include The Italian Kitchen by Wolfgang Puck and Café Izmir Mediterranean Tapas of Dallas. Since its opening in 2005, Terminal D increased the airport’s international business by 38 percent.

Around the same time as the new brand reveal, Dallas/Fort Worth held its State of the Airport Event during which executives announced their current economic impact figures — an approximate $37 billion and 228,000 jobs for the North Texas region alone. It was also reported Dallas/Fort Worth recently received its first patent for its development of interactive information technology, allowing airport guests to navigate terminal shopping and dining options via touch screens. In addition, the airport holds the honor of being the first airport in the United States to achieve certification at Level 3 from the Airport Carbon Accreditation program for reducing carbon emissions.