Airport Business

DEC 2018-JAN 2019

The airport professional's source for airport industry news, articles, events, and careers.

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Page 11 of 43

DESIGN CONCEPTS 12 airportbusiness December 2018/January 2019 team balances competing interests of parent companies/franchise operators with the airport authority. The design team orchestrates design development that best promotes brand awareness based on an approved budget. Strategic integration of logo. With premium costs of retail space at airports, integrating a company brand and logo presents challenges. Standard finishes, materials and signage in most retail locations must be downsized or more strategically located to fit tight spaces. Placement of company logo. This is critical to consumer identification and association. Airports require all signage to have a similar footprint, which impacts size and placement of logos. Owners seek creative solutions to make their signs recognized, such as adding brand colors behind the logo – especially when illumination is not allowed. In one scenario, a manager’s request for a protruding blade sign, perpendicular to the storefront, went against airport regulations. The 3D rendering views created by the design team provided a resolution acceptable to all parties. In another scenario, HMSHost worked with Focus Brands on an airport rollout. Downsizing from a kiosk to a wall unit was a critical space factor. Focus Brands had concerns about size of space, location and brand presence. The design team created a completely custom solution that provided strong brand presence in a compact area, while still meeting all functionality requirements. The first unit, currently in production and testing phase, is widely expected to be successful from branding, sales, and efficiency perspectives. Optimization of brand experience with durable materials. Aviation retail projects have unique requirements for materials and finishes. Brand managers are often concerned that durable finishes might compromise brand experience. A design team can act as an intermediary by proposing solutions, explaining the need and value for such finishes, and clarifying costs. In aviation facilities, branding materials Hiring a professional design team with knowledge of airport construction intricacies reduces scheduling conflicts and controls costs. Oculus Inc. Skymark Refuelers Worldwide Leader in Aircraft Refuelers Ask About Our Leasing & Rental Options 913-653-8100

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