Reimagining JFK's Terminal 8 Brand from the Ground Up

Terminal 8 is a homecoming for New Yorkers and an open door for the world. No matter where you're headed or where you're from, travel can be difficult, and the last thing any traveler should face is a terminal that makes it harder.

To reimagine that journey for New Yorkers and global travelers alike, The Port Authority of New York and New Jersey, American Airlines, ASUR Airports, and Phoenix Infrastructure Group have unveiled the transformation of John F. Kennedy International Airport’s Terminal 8, anchored by the grand opening of a $125 million commercial program. Terminal 8 is the first completed project in the $19 billion JFK redevelopment, which includes two expanded and modernized terminals, two new terminals, and a new airport roadway network.

The brand design refresh was led by New York-based design agency, Applied Design, redefining the terminal experience from the ground up. Applied's challenge was uniquely nuanced as an existing identity was already in place, requiring a careful audit to determine what should be refined versus replaced. Applied Design was tasked with evolving Terminal 8's brand, creating a look that spotlights more than 60 retail and dining offerings, celebrates the spirit of Queens, and resonates with millions of travelers passing through each year.

The result is a fully re-crafted Terminal 8 brand identity that has been significantly improved to perform across print, digital, and environmental applications.

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. From the overarching concept to the smallest detail, every element has been intentionally designed to elevate the traveler experience.

Terminal 8 is the latest chapter in Applied Design's ongoing work shaping New York City's most essential transit hubs. From re-imagining the new World Trade Center as a hub of energy and excitement, to defining the wayfinding and placemaking experience at Grand Central Terminal, Applied has brought cohesion, character, and clarity to three of the city's most iconic transit destinations — with Terminal 8 completing a trifecta that touches millions of New Yorkers and global visitors every year.