The design behind airport signs and symbols

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It wasn’t that long ago that airports across the country were struggling with how to regulate ride-hailing companies such as Uber and Lyft that were providing taxi-like pick-up and drop-off rides at terminals but, unlike taxis, were operating without permits.

Some airports imposed all-out bans; others sued the ride-hailing companies, issued cease-and-desist orders, or issued tickets with large fines to app-hailed drivers venturing onto airport property.

Today, most airports have deals in place with one or more ride-hailing companies. However, in the race to begin working relationships, airports across the country adopted different terms and a wide variety of signs and icons to point passengers to their app-hailed rides. That causes confusion for both travelers and drivers and adds to the curbside congestion at many airports.

A new airport ride-hailing icon recently adopted by Los Angeles International and, soon, by many other airports, should help solve the problem.

The term is “Ride App Pickup.” And the icon, or pictogram, is a smartphone symbol containing a mapping pin and a car with two riders.

Many signs and symbols at airports are standardized and federally mandated. But like the symbol for pet-relief areas now familiar at many airports, the symbol for ride-app gathering areas is not.

“After a long trip, the last thing a traveler needs is confusion as to where they need to go to catch a ride or meet their Uber or Lyft driver,” said Keith Wilschetz, Deputy Executive Director for Operations and Emergency Management at Los Angeles World Airports.

To gain some industry consensus about the airport ride-hailing locations, the American Association of Airport Executives (AAAE) put together a working group of more than a dozen U.S. airports and several ride-hailing service providers. “Symbol guru” Mies Hora, founder and president of Ultimate Symbol, was then hired to help create a well-designed, common ride-hailing sign for airports to use.

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