Let’s be clear: The DFW site is not the most aesthetically

It is, however, functional in a way that, most likely, improves the efficiency of the airport operations and of its marketing resources. The winners are the customers, shareholders, and frustrated marketing managers, who would have otherwise wasted considerable amounts of time coordinating the marketing effort. This is not the way you want to use your best marketing talent—those who have the people and communication skills to influence the organization with their vision, creativity, and analytical rigor.

The latter covers a range of brand management information, from a branding glossary (e.g., “Logotype: artwork for the airport legal/communicative name - Dallas/Fort Worth International Airport”), to identity guidelines, to contact information to reach brand and marketing offices.

The navigation menu in itself is a roadmap to corporate identity management:

1. Identity: covers how to choose the correct logo, DFW logo, DFW logotype, tagline, color palette, logo misuse, and typography.

2. Communications: stationery, forms and labels, press kit, print advertising, PowerPoint presentations, websites, promotional items, passenger brochure, annual report.

3. Airport Branding: covers public transport vehicles (e.g., livery, airport bus), service vehicles (e.g., police squad car), and signage (e.g., fabrication, installation).

The last page allows the user to download the artwork and instructions for the logo, communication material, and vehicles. Each page covers the details necessary for the proper implementation of a marketing-related operational decision, from creating a corporate PowerPoint presentation to the color treatment of airport buses. Moreover, the contact name and number of a brand specialist appears clearly, to provide help beyond the general guideline principles.