Jackson Hole Airport Branding and Wayfinding

Branding Jackson Hole Airport

Gensler integrated architecture, branding, and graphics in the airport’s new terminal. Associate Amy Siegel will share the story during the SEGD/ASMN Airport & Transportation Workshop Sept. 25-26 at DFW.

Jackson Hole is the gateway to Yellowstone and Grand Teton national parks and a global destination for year-round tourism. Jackson Hole Airport has the distinction of being the only U.S. airport located inside a national park. A 2010 renovation nearly doubled its size.

Gensler’s Denver office provided architectural design, environmental graphics, brand development, and signage and wayfinding. The design concept for the LEED Silver-certified building “was fundamentally about integration,” says Amy Siegel, a Gensler associate who headed up the branding and graphics components. Architecture, interior design, brand design, environmental graphics, and public art are all assimilated to form a cohesive experience that reflects the mountain environment and Jackson Hole’s western heritage.

As part of the project, Gensler created a new logo that established a distinctive brand—a playful interpretation of the brands that ranchers use to identify their cattle. The JH brand is stamped on elements such as the copper cladding on the terminal exterior, wood columns, wayfinding signs, and leather seating in the terminal.

The new interior and exterior wayfinding program replaced a system that had been cluttered and chaotic, says Siegel. The Gensler team developed a program that provides clear and intuitive wayfinding while adding to the sense of place.

Outside, a south-facing stone identity wall creates an entrance sequence toward the face of the new terminal and serves as a screening element for the baggage handling building. It features integrated stone ledges and steel reveal elements with the JH brand.

Inside the lodge-like terminal, passengers have a direct visual connection with check-in, rental car facilities, security, and baggage claim. This visual clarity is supplemented by an integrated wayfinding strategy that uses colors and materials rooted in the overall design palette. Blade signs seamlessly attached to wood columns carry minimal text; symbols and simple messaging communicate basic amenities. Dimensional letters mounted above entry doors provide additional direction.

The result of Gensler’s design is a structure that is in sync with its majestic natural surroundings, is comfortable and memorable for passengers, and creates a strong sense of place, says Siegel.

“I believe that whether it is a large international airport or a small regional airport like Jackson, the wayfinding and signage should reflect the community, create a sense of place, have visual clarity, be integrated with the architecture, and carry a clear brand message that is communicated through not just a logo or brand but consistent use of nomenclature, color, symbols, fonts, and the right amount of information.”


Location:  Jackson Hole, Wyoming

Design:  Gensler (Denver)

Design Team: Amy Siegel (branding and graphics); Jonas Philipsen, Brent Mather, Adam Ambro, Scott Wightman, Randall Hatley (architecture/interiors)

Fabrication:  DaVinci Sign Systems

Photos: Tim Griffith, Matthew Millman


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