Upgrades at JFK Airport’s Terminal 8 are now complete after a more than $500 million spend to modernize and expand the terminal. The brand design was led by Applied Design, tasked with evolving Terminal 8’s brand to create a look that spotlights dozens of retail and dining offerings, to celebrate the spirit of New York City and the borough of Queens, and to elevate the travel experience for millions of travelers passing through. The challenge was nuanced as an existing identity was already in place, requiring a careful audit to determine what should be refined versus replaced.
The new branding system is entirely fresh, infused with an authentic New York voice both visually and verbally. A color palette inspired by the view from a plane window brings a sense of motion and atmosphere, while custom patterns cleverly weave in the number eight throughout. “As a New York City-based agency, reimagining the travel experience for both locals and the millions of visitors who pass through our city was an exciting opportunity,” said Brad Scott, Co-founder and Principal of Applied Design. “Terminal 8 was designed around the customer experience – and with 60 retail and dining offerings to unify, our challenge was creating a design that felt cohesive, authentic, and unmistakably New York.”
Terminal 8 is the latest chapter in Applied Design’s ongoing work on major New York City’s transit hubs including the new World Trade Center and the Grand Central Terminal.
The airport terminal is the first completed project in the $19 billion JFK redevelopment, which includes two expanded and modernized terminals, two new terminals, and a new roadway network.
CREDITS
Design Manager, Barb DiPaola
Design Professional, Soryi Am
Senior Production Designer, Saeko Hinimoto
Brand Design and Production Director, Jahaun Umar
Web Director, Sung Yong Kim
Creative Director, Elliott Scott
Co-founder & Principal, Brad Scott
