Base Design flies high with the rebranding of JFK’s Terminal 4
John F. Kennedy International Airport houses one of the world’s busiest air terminals with nearly 20 million annual travelers. Terminal 4 has seen exponential growth in passengers and, in response, has expanded its footprint over the last few years.
The T4 team partnered with international branding firm Base Design to brand the terminal “with human experience in mind”.
“Throughout the project we considered how people felt when they travel. It’s a stressful experience. Probably because up until recently, airports were designed around airplanes and efficiency – not the people going through them…” comments Min Lew, partner and creative director at Base. “We wanted to create a simple yet distinguished personality for T4 as New York City’s terminal and activate the space to bring that personality to life.”
Base Design developed a custom typeface for the project, and based it on the concept of “4 all” – that the airport experience is for “all people and aspects of travel”.
“The logo and typeface were paired with a vibrant, joyful color palette to render the terminal environment fresh, fun, approachable, and eye-catching. Base also partnered with illustrator Tomi Um on the thematic illustrations, which will be visible throughout the terminal”.
Sky is the limit for Base Design. Check more here.