Brand new
John F Kennedy International Airport’s Terminal 4 is about to receive a happy facelift from global-branding agency Base Design. Known for its work with New York’s Meatpacking District and the Fondation Louis Vuitton in Paris, Base Design unveiled its plans for Terminal 4’s new image this week. Among other things the team has created a bespoke typeface for the terminal and will be installing functional new signage across the arrival and customs halls, retail corridors and elevators; whimsical graphics – some of which are the result of a collaboration with illustrator Tomi Um – will also appear on the gates and a large logo will be stamped on the west side of the building. The branding will be unique to Terminal 4 as it’s the only one in North America that is operated by a private management company. According to Base Design, its ambition is to ease the anxiety caused by travel and to create an identity for Terminal 4 that could improve the overall airport experience.