The airport and its stressors—long lines, overbooked flights, delays—are made even worse by poor design and outdated commodities. John F. Kennedy International Airport, one of the busiest in the world, has been guilty of adding unnecessary stress to the travel experience with its less than impressive design and at times, dirty recreational spaces. The airport is making some changes sure to be appreciated travelers passing through JFK.
The airport has partnered with Base Design, a branding firm, to work on rebranding and a redesign project focused on the airport’s Terminal 4. The partnership was forged two years ago to create a more appealing and recognizable design aesthetic, aimed at drawing the attention of the execs of 32 airlines that fly into Terminal 4, air travelers, and airport and airline employees.
Terminal 4 is working to set itself apart from other areas in the busy airport.
“We wanted to create a brand that separated us from other terminals at JFK, and other airports, by providing passengers with a memorable experience, while at the same time creating a sense of belonging for people working in the facility,” Terminal 4’s president and CEO, Gert-Jan de Graaff, said. “It strengthens our position in the marketplace.
Over the span of a year, the terminal will begin to see graphics and signage with Terminal 4’s custom-designed typeface, bold new color palette, and logo. With famous quotes about the city and interesting New York trivia, the terminal hopes to transform into a fun and welcoming environment for travelers.
“We want to make travelers more comfortable, and the buy-in from the airline companies and the staff has been incredibly positive so far,” said de Graaff. “Passengers like it because it’s cheerful and different, and they like the cheekiness of what we’re doing.”
The makeover and rebranding at JFK’s Terminal 4 is great news for the thousands of travelers who pass through every day; but, an airport upgrade isn’t the only way to reduce travel stress. An upgrade to travel service goes just as far, if not farther in creating a relaxing, stress-free trip from point A to point B, and everywhere in between.
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