about the airport that makes us instinctively feel rushed?

Maybe it’s the pace of other passers by. The sudden time

change in your departure. Or perhaps it’s the knowledge

that you’ll soon be on your way to your final destination. This

sense of urgency creates the need for useful navigation, as

well as clarity and organization.

Airport type is on a mission to communicate quickly

and effectively. With time as a factor, the environment

becomes an obstacle leaving big and bold type to navigate.

While this somewhat mundane appearance might not be

the most interesting or elaborate, it does it’s job and it does

it well. This book will explore the navigational, commercial,

and practical uses of typography seen both inside and

outside of the Kansas City Airport. And who knows, maybe

for a fleeting moment, you just might be able to slow down.

WHAT IS IT 06

“The large print giveth and the

small print taketh away”— TOM WAITS

07

“Geometry can produce

legible letters but art

alone makes them

beautiful. Art begins

where geometry ends,

and imparts to letters a

character trascending

mere measurement”

— PAUL STANDARD

14

THE ART OF WAYFINDING Signage constitutes a

small but highly visible

category of typographic

design. In order for it to

be successful, it must

be thoroughly studied

and planned out. This

signage can be static,

walk-by or drive-by, and

this should influence the

typeface choices and

treatments you use. To

design effectively, it is

also helpful to know the

materials and fabrication

methods to be used.

Their characteristics and

limitations affect how

the type will behave in its

final form (for example,

thin strokes might appear

thicker or even thinner

depending on how they

are produced).

WHAT IS THE GOAL OF THE SIGNAGE?

WHAT ARE YOUR TARGET AUDIENCE’S DEMOGRAPHICS?

FROM WHAT DISTANCES DOES THE TYPE NEED TO BE SEEN & UNDERSTOOD?

HOW MUCH TIME DOES THIS AUDIENCE HAVE TO VIEW & READ THE SIGN?

1

2

3

4

Four questions that should be thought about when designing this type include:

15

“The devil himself had probably redesigned

Hell in the light of information he had gained

from observing airport layouts”

— ANTHONY PRICE

Hamburgefonstiv

Hamburgefonstiv

Hamburgefonstiv

COMMON GROUND

HELVETICA NEUE

INTERSTATE

Southwest Airlines

American Airlines, Lufthansa, Philippine Airlines, and the British Airports Authority

Charles De Gaulle International Airport

FRUTIGER

THERE IS NO UNIVERSAL TYPEFACE

DESIGNATED AS THE “SIGNAGE FONT”, BUT

THERE ARE SOME LEADERS OF THE PACK.

18

Hamburgefonstiv

Hamburgefonstiv

Hamburgefonstiv

JetBlue Airways

Swiss International Airlines, Frankfurt Airport, and the Royal Air Force

Colgan Air

UNIVERS

DIN 1451

EUROSTILE

19

20

and symmetry are found throughout

the airport, and remain an important

element of its structure and make

up. Consistency and similarity are

key when helping visitors navigate

in unfamiliar places.

REPETITION

21

AN OVERWHELMING AMOUNT OF

INFORMATION LIES WITHIN THE WALLS

OF THE AIRPORT, BUT IT IS UP TO YOU TO

DECIDE WHAT TO DO WITH IT

22

ALTHOUGHthere are positive things

pronounced within the

typography found in KCI,

there is still plenty of room

for improvement. Perhaps

the sheer amount of signage

we are often faced with in a

public space like the airport

only causes us to begin

to tune it out. This white

noise can begin to have a

“sensory overload” effect

where the sheer volume of

type and signage cause us

to disregard their messages

all together. This may also

happen when there is a

lack of consistency in the

organization or appearance

of this navigation system.

23

24

25

AN OVERWHELMING AMOUNT OF

INFORMATION LIES WITHIN THE WALLS

OF THE AIRPORT, BUT IT IS UP TO YOU TO

DECIDE WHAT TO DO WITH IT

ANOTHER ELEMENT OF EXTERIOR AIRPORT SIGNAGE

INCLUDES LED LIGHTING. THIS TYPE OF LIGHTING IS

SEEN EASILY FROM THE ROAD DAY OR NIGHT, AND

CAN BE UPDATED AND CHANGED INSTANTLY.

of typographic navigation is

not just limited to passengers.

There is nearly as much

signage for airport staff and

operations as there are for the

public: signs restricting access,

instructional directions, and

even information for the planes

themselves. The relationship

each person has to this space

drastically changes the way

they interpret and perceive

it. For instance, a passenger

would never take note of the

numbers flicking by on the

runway, just as an employee

would not follow the signs for

boarding. How are we able to

tune out certain pieces of type,

but not others? The answers

lie within location.

THIS SYSTEM30

31

“It’s no coincidence that in no known

language does the phrase ‘As pretty as an

airport’ appear.”

— DOUGLAS ADAMS

TYPOGRAPHIC DECONSTRUCTIONMOST COMMON COMMERCIAL PLANE ON EARTH

AIRLINE LOGOMODEL NO.

TYPE LOCATIONS MAY VARY BY AIRCRAFT / AIRLINE

EMERGENCY

EXIT SIGNAGE

INSTRUCTIONAL

SIGNAGE

PLANE NUMBER

NATIONAL FLAG

REGISTRATION

NUMBER

SECONDARY

AIRLINE LOGO

36

37Incredible amounts of thought go into the layout,

structure, and design of the world’s airports, and

Kansas City International Airport is no different. Tying

into the concept of wayfinding and navigation is the

overall gridwork of the airport and the order in which its

inhabitants encounter its contents. Upon the approach

of the airport from the road, unfamiliar eyes seek out

the first nods of help, the all-familiar highway sign. As

you approach, you are inundated with airline names,

terminals, gates, and parking signs, all items that are

taken for granted by those who frequent the area regularly.

For a passenger, this use of type remains relevant, new,

and important, and therefore is never overlooked.

AS A PASSENGER

aimed at the public takes front and center.

It remains out in the open, generally large

and bold, for easy and quick viewing

by a hurrying passerby. Methods of

transportation like shuttle buses, taxis,

and rental cars line the circle drives with

their signage, demanding your attention.

Inside, passengers are beckoned by flight

numbers, gates, and security clearances.

It’s no surprise that many of the obstacles

in your way have been put there for the

purpose of security and safety, which adds

even more complication to the visual flow

and consistency.

TYPE

39

SIGNAGE FOR THE PUBLIC IS USED LARGELY FOR

NAVIGATIONAL PURPOSES, HEAVILY

FOCUSED ON TRANSPORTATION.

“Did you ever notice that the first piece of luggage

on the carousel never belongs to anyone?”

— ERMA BOMBECK

ATLORDLHRHNDLAX

DFWFRACDGAMSDEN

PHXLASMADIAHHKG

ATLANTA DALLAS PHOENIX

LAS VEGAS

MADRID

HOUSTON

HONG KONG

FRANKFURT

PARIS

AMSTERDAM

DENVER

CHICAGO

LONDON

TOKYO

LOS ANGELES

42

PHXLASMADIAHHKG

MSPDTWDMKSFOMIA

JFKLGWEWRSINNRT

PEKSEAMCOYYZSTL

MINNEAPOLIS NEW YORK CITY

NEW YORK CITY

SAINT LOUIS

TORONTO

ORLANDO

SEATTLE

BEIJING

DETROIT

BANGKOK

SAN FRANCISCO SINGAPORE

NEWARK

MIAMI TOKYO

43

— HENRY MINIZBURG

“That’s the trouble with

flying: We always have to

return to airports. Think

of how much fun flying

would be if we didn’t have

to return to airports.”

this use of typography is logical, practical, and important

for the functionality of the airport. Without this set of

instructions, warnings, or markings, the entire inner

workings of the KCI would be non-existent. What is

often overlooked by the public, such as baggage claim

loading, landing markers, and specifics like pilot controls,

become essential to the individuals who make these

operations possible.

ESSENTIALLY,

50

TYPOGRAPHY BEHIND THE SCENES PROVIDES AN

INTERESTING AND DETAILED LOOK AT HOW THE

OTHER SIDE OF THE AIRPORT FUNCTIONS.

SERVICE EQUIPMENT, OPERATIONAL MACHINES,

AND APPLIANCES ALL DISPLAY IMPORTANT

MESSAGES ESSENTIAL TO THE AIRPORT STAFF.

54

55

UNDERSTANDING TYPE

58

The reason we become

desensitized to so much of

this type is because it is not

meant for us, and we know

that. What is important is

that the people who it is

meant for understand it and

take it seriously. Imagine if

a pilot could not understand

the radar, or a plane repair

worker could not figure out

the assemblage of parts? It is

because of this familiarity that

our minds recognize certain

type as important, and other

type as frivolous. Without this

“filtration” system of viewing

type, our daily lives would be

even more inundated with

typography than what we are

used to.

59

64a language that unites us all, whether we tend to realize

it or not. The symbol, sometimes referred to as an icon or

pictogram, carries meaning with it that many words cannot.

When used correctly these symbols pose as a simple and

beautiful solution to marking a sign or space. The true beauty

is not found within the form, but within its ability to reach

a virtually limitless audience without the need for words.

THERE IS

65

66

67

THE AIRFIELD MIGHT JUST BE THE MOST

CRUCIAL LOCATION WITHIN THE ENTIRE AIRPORT.

WITHOUT SYMBOLS AND SIGNAGE, THE ENTIRE

OPERATION COULD BE JEOPARDIZED

INTERNATIONAL FLAGS ON AIRPLANES ARE

PRINTED IN REVERSE ON ONE SIDE TO MIMIC

THE VIEW OF AN ACTUAL FLAG FROM SPECIFIC

POINTS OF VIEW.

“The whole visible

universe is but a

storehouse of images

and signs to which

the imagination will

give a relative place

and value; it is a sort

of pasture which the

imagination must

digest and transform.”

— CHARLES BAUDELAIRE

70

71

typical signage, symbols and icons are designed to

communicate clearly and effectively while maintaining

a big and bold appearance. Clarity is essential in the

output of the symbol, as there is usually minimal to

no supporting text to help clarify what each symbol is

portraying or representing.

SIMILAR TO72

74

75

76

FREQUENTLY SUBTLE AND UNNOTICED,

THESE SYMBOLS COMMUNICATE VERY

SPECIFIC INSTRUCTIONS, HELP, AND

DIRECTIONS IN A MATTER OF SECONDS.

77

78

the airport remains a place that is in constant flux and

movement. It is up to us to decide how to interpret,

process, and use this type to better suit us in the

instance that we need it. In just one fleeting moment,

we enounter hundreds of these uses that tend to get

lost in the background due to its sheer volume. What

upholds importance is that this type is on a mission to

direct, inform, and assist all who come in contact with

and use it. It is this role that becomes so important when

implemented into our lives and has a lasting impression

on our minds as we continue onto our final destination.

IN CONCLUSION 79