Dallas/Fort Worth Airport is no longer blue. Instead, it’s bright orange as the airport unveiled a new logo and branding campaign on Thursday.
The airport, which has used the same blue logo with white waves for 14 years, also added the tagline, “Travel. Transformed.” to its new orange logo that is simply DFW in large letters. It also includes a “journey line” in the center of the letters, which the airport says represents the role DFW plays in its customers’ travels.
“Our current brand launched 14 years ago and since then DFW has evolved from a national hub to a global superhub,” airport Chief Executive Sean Donohue said during the unveiling ceremony. “We needed to evolve our brand to be more modern, memorable, unique and critically global.”
The airport paid Interbrand $1.5 million to develop the new logo and brand. The New York firm has created brands for Asics shoes, the 2014 Sochi Olympics, Lavazza coffee and Munich Airport.
As part of the unveiling ceremony, the airport revealed a new metal sculpture with the letters DFW at the entrance to its headquarters. Banners proclaiming the new brand were also unfurled. The new logo will be placed on Skylink trains, buses and signs throughout the airport over the next three years.
“We’re not going to know the cost until the three-year program is done,” said Donohue, although he noted that the 10-year-old Skylink trains were scheduled to be replaced so adding the new brand color will not be an additional cost. “On an $800 million annual budget, this is minuscule.”
Employee attire and the airport’s website will be changed to reflect the new orange logo and the airport’s ambassador volunteers will also get new uniforms.
“Airports all over the world are blue. Well, we’re changing and our new color draws insipiration from the color of the sunrise and marks the new beginnings that travel brings,” Donohue said.
Separately, long-time airport board member Francisco Hernandez announced that he was stepping down. Since he was a Fort Worth representative, the city will choose a new board member, likely before the next meeting in November.
Barbecue coming to Magnolia
Heim Barbecue, the south-side barbecue stand that attracts long lines each weekend and sells out quickly, is planning a restaurant on Magnolia Avenue.
On Friday, the owners confirmed reports of it plans after the Star-Telegram reported that it had applied to the Texas Alcoholic Beverage Commission for a mixed-beverage permit at 1109 W. Magnolia Ave., the former home of Mijo’s Fusion.
“Opening on Magnolia is a dream come true for us,” Travis Heim, who co-owns Heim Barbecue with his wife Emma, said in a release. “The Near Southside community has been incredibly supportive, playing a big part in our success. We can’t wait to share our food and build relationships with even more people.”
Heim grew up in the nearby Fairmount neighborhood, and the release says that diners can expect to see his mother’s and grandmother’s influences on the menu at the new restaurant. The bigger space means more smokers, which means a bigger barbecue menu, although Heim’s beloved bacon burnt ends will still be a big part of the picture.
Sides will include twice-baked potato salad and coleslaw, while sweet potato and squash casserole will round out the new additions. Desserts will include cherished family recipes such as Emma’s homemade banana pudding, Travis’s grandmother’s coconut cake, and Nana’s lemon bars, per the release.
The mixed-beverage application was made by Providence Restaurants, doing business as Heim. Providence is registered to Will Churchill, who co-owns Kent and Co. Wines, which is on the same block at 1101 W. Magnolia. In January, Churchill’s Jun Crown Properties bought the 1109 W. Magnolia building, according to our archives. Robert Philpot
Fort Worth is losing jobs
The jobs picture got more cloudy nationally with the release of disappointing figures on Friday, and the local scene is even more challenged.
August data show that the Fort Worth-Arlington area has now recorded net job losses through the first eight months of 2015, with the collapse of oil prices taking a toll on energy and manufacturing positions.
By contrast, jobs continue to grow on the Dallas side of the Metroplex.
Fort Worth-Arlington has lost 2,300 jobs from January through August, putting job growth at a negative 0.3 percent, according to an analysis by the Federal Reserve Bank of Dallas.
Meanwhile, growing business and professional service companies have kept growth humming on the Dallas side, adding 48,700 jobs over the same period, or a 3 percent rate.
The contrast between the two sides of the North Texas economy highlights a dichotomy that’s playing out in the current economy, said Pia Orrenius, senior economist with the Dallas Fed. The service sector has continued to expand while goods-producing companies have contracted, she said.
“Fort Worth has more manufacturing and energy than Dallas does,” Orrenius said. “If you look at them separately, you see there’s a reason why Dallas right now is doing quite a bit better than Fort Worth. And that has to do with the energy slowdown.”
The decline in drilling activity has hit many companies in Fort Worth that provide fracking services and supplies. Other manufacturing operations have downsized including Bell Helicopter, which announced plans to cut as many as 650 jobs earlier this year. And this past week, American Airlines and Rolls Royce said they would shut down their joint engine repair facility at Alliance, affecting 600 workers.
With low oil prices driving growth at some major employers like American and General Motors, some question whether falling oil prices are now a net positive for the more diversified DFW economy. But economists say that’s not the case.
“The incredible decline in oil prices and associated oilfield activity is a net drain on North Texas,” said Robert Dye, chief economist at Comerica.
DFW Airport’s new look
Fort Worth real estate agencies sold
Dallas-based Briggs Freeman Sotheby’s International Realty has acquired Fort Worth-based Brants Realtors and Mira Vista Realtors.
Brants Realtors was founded in 1926 by Harry E. Brants. Mira Vista Realtors was founded in 1999.
“As we looked at economic growth and the companies bringing their headquarters to North Texas, we knew it would help our clients to have exposure across the region,” said Clay Brants. “Other brokerages have asked Brants to join them. This is the only offer that made sense to us. We know that our name will be stronger and world-based with this move.”
Carol Van Hook, who was one of the founding agents of Mira Vista Realtors and who bought the agency in 2008, said, “We’ve been approached by several people to buy us, but we waited for the right fit,” she said. “This is the first time we thought this could really work.”
Briggs Freeman Sotheby’s International Realty in December acquired the Sotheby’s franchise in Fort Worth from Williams Trew. Briggs Freeman now has 98 agents in Fort Worth.
Sandra Baker: 817-390-7727, @SandraBakerFWST
Steve Kaskovich: 817-390-7773, @stevekasko