JFK International Airport, JetBlue T5 Brand Design

Gensler’s challenge in creating a new wayfinding system at JetBlue’s Terminal 5 at JFK International Airport was to invoke the airline’s recognizable brand – stylish, witty, smart and fresh – within JFK’s strict color scheme standards of green, yellow, gray and black. The result is simple yet fun: cheery new symbols denote restrooms and corridors; a rotating plane symbol helps move people through major decision points; and mega-scaled billboards garner attention in a busy marketplace bustling with food options and scurrying passengers. The crowning touch is a silver JetBlue sign inspired by the uniquely New York balloons of the Macy’s Thanksgiving Day parade.