Dallas/Fort Worth International Airport


Dallas, TX




Experiential Design and Wayfinding

Everything really is bigger in Texas—including the airports! Known as Airport City, Dallas/Fort Worth International Airport (DFW) is larger than Manhattan Island, making the navigation of its roadways, terminals, and parking facilities a potentially complex and confusing experience for the uninitiated. To improve its campus signage program, DFW embarked on a major sign replacement initiative, selecting Gresham Smith to provide design and criteria development services for the comprehensive undertaking. The solutions we developed at DFW eliminate sign clutter, make it easier for customers to get the information they need when they need it, and provide simple yet consistent messaging that is more effective in getting travelers from point A to point B.

miles of roadway

Our scope of work for the comprehensive program comprised more than 12,000 signs at a cost of more than $23 million. This included all roadway guide signage for the airport, as well as signage for all existing parking lots, garages, terminal curbside areas and interior signage for terminals A, B, C and E.

Our interior signage package incorporates DFW’s brand while maintaining consistency with the airport’s exterior signage. This included signage for all existing terminals, concourses, gates, restricted access areas, and regulatory and warning signs. We also assisted DFW by creating a brand image and accompanying signage for their Skylink and Terminal Link shuttle services, including the program’s buses, shelters and platforms.