We have learned what an airport looks like, even before seeing the airplanes. Some universal characteristics make it identifiable: the presence of parking garages, rental car shuttles, drop-off and pick-up areas, people with luggage, and air traffic control towers. How might we use some of our common attributes to orient those we serve. If we constructed all the aforementioned features but operated as a dentist’s office, we might confuse more people than we delighted.