GR604 TWA Rebranding Visual Development Guide

// VISUAL DEVELOPMENT GUIDE

// TABLE OF CONTENTS

VISUAL ANALYSIS

BRAND DESCRIPTION

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BRAND EVOLUTION

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TIMELINE

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REBRANDING OBJECTIVES

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KEY WORDS

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MISSION STATEMENT

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VISUAL CONCEPT

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EXPLORATION ROUND 1

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EXPLORATION ROUND 2

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EXPLORATION ROUND 3

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EXPLORATION ROUND 4

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FINAL LOGOS

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LOGO GEOMETRY

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SIMILAR LOGOS

SIMILAR LOGOS

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INSPIRATION

GUIDELINES RESEARCH

LOGO DEVELOPMENT

FINAL LOGO

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VISUAL ANALYSIS Previous logos, representation of the new mission statement and our re branding objectives.

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“

VISUAL DEVELOPMENT GUIDE // TWA

Do the impossible, because almost everyone has told me my ideas are merely fantasies.

”

——Howard Hughes

CHAPTER 01 // VISUAL ANALYSIS

BRAND DESCRIPTION

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Trans World Airlines was a major American airline which operated from 1930 until 2001. It was formed as Transcontinental & Western Air to operate a route from New York City to Los Angeles via St. Louis, Kansas City, and other stops, with Ford Trimotors. With American, United, and Eastern, it was one of the “Big Four” domestic airlines in the United States formed by the Spoils Conference of 1930.

Howard Hughes acquired control of TWA in 1939, and after World War II led the expansion of the airline to serve Europe, the Middle East, and Asia, making TWA a second unofficial flag carrier of the United States after Pan Am. Hughes gave up control in the 1960s, and the new management of TWA acquired Hilton International and Century 21 in an attempt to diversify the company’s business.

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BRAND EVOLUTION

Before moving to the new Visual Development Guide based on our new mission of pushing the limits of the new possibilities, we want to present the previous logos of TWA throughout the years. Here you can find where we were before moving into the progress and advancement of our new TWA visual identity.

CHAPTER 01 // VISUAL ANALYSIS

// 1930-1950

// 1979-1995

// 1962-1979

// 1995-2001

// 1975

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1925 //

1933 //

1953 //

Western Air Express (WAE) is

The first and only Douglas DC-1 was

On September 25, TWA introduced

incorporated. WAE would merge

delivered to TWA in December. On the

multiple class service, first and

with Transcontinental Air Transport

next year, T&WA flew the DC-1 from

economy. On October 30, they

to form “TW&A“

Glendale, California, to Newark, New

inaugurated their Los Angeles to

Jersey, setting a transcontinental

London route, via New York.

record of 13 hours and 4 minutes.

TIMELINE

1930 //

1950 //

The forced merger of Transcontinental

T&WA corporate name is officially

Air Transport (TAT), Western Air

changed to Trans World Airlines, TWA.

Express (WAE), Maddux Air Lines,

On December 5, TWA ordered 10

Standard, and Pittsburgh Aviation

Lockheed L-1049 Super Constellations.

Industries Corporation (PAIC) to form Transcontinental & Western Air (T&WA) .

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1967 //

1995 //

NOW//

On April 7, 1967, TWA became one of the

TWA entered its second bankruptcy on

Re-branding in process.

US’s first all-jet airlines with the

June 30. When TWA emerged in August

New design and objective

retirement of their last Lockheed L-749A

1995, employee ownership was reduced

coming soon.

Constellation and L-1649 Starliner cargo

to 30%, but the company was relieved of

aircraft. That morning, throughout the

$0.5 billion of its $1.8 billion debt.

TWA system, ground-service personnel placed a booklet on every passenger seat titled “Props Are For Boats”.

1960 //

1989 //

2001 //

In 1960, Hughes relinquished control of

TWA decided to replace its fleet of

Financial problems soon resurfaced

the airline, as the major stockholder,

Boeing 727-100 aircraft with the former

and Trans World Airlines Inc. Assets

through the financial terms associated

Ozark Airlines DC-9s. This decision was

were acquired in April 2001 by AMR

with the jet purchase.

based on the economics of operating

Corp., the parent company of American

three-crew airplanes (727s) with three

Airlines, which quickly formed a new

engines, versus operating two-crew

company called TWA Airlines LLC. As

airplanes (DC-9s) with two engines.

part of the deal, TWA declared Chapter 11 bankruptcy (for the third time) the day after it agreed to the purchase.

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SOUL OF THE BRAND

Celebrating The Spirit of Exploration

DIFFERENTIATOR

From its earliest days as a mail carrier to one of America’s most prestigious airlines, TWA has thrived under the leadership of billionaire Howard Hughes. TWA’s grand business achievements, pure idealism and foresight to advance human progress will continue to be legendary in our hands.

REBRANDING OBJECTIVE

What we enjoy most is the surprise and the unknown in the process of exploration. Whether it’s speed, technology, science or vision, we’re all excitied and passionate to explore. At the same time, inspired by our spirit of exploration, we will continue to expand our products, services and ultimately continue to promote human development.

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// KEYWORD

SPIRIT

Keep going and always believe in ourselves.

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// KEYWORD

EXPLORATION

Never stop and stay curious all the time.

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// KEYWORD

CELEBRATE

Enjoy and share the moment we success.

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LOGO DEVELOPMENT Creating rough sketches based on the three keywords choosen to represent the new brand mission, but connected with the brand’s soul.

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NEW MISSION

We strive to move our spirit forward to explore the unknown and to keep achieving new heights.

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VISUAL CONCEPT

Our new visual concept is based on these keywords that we developed and discovered through the Visual Development Guide work, making it possible to push the TWA brand visual identity through the future re-branding objectives connected with the old brand soul.

CHAPTER 02 // LOGO DEVELOPMENT

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EXPLORATION ROUND 1

FOCUS ON 3 KEYWORDS This is the very first stage of logo development. Begin by evolving the initial keywords into “key phrases” that will be used to guide the visual development. These keywords are defined and embod-ied the soul of the Brand. Each key phrases define a unique and discrete attitude each with a slightly different angle.

GENERATE 3 DIVERGENT DIRECTIONS To establish divergent camps based on the key phrases. Camps are used to refer to aesthetic directions or styles. These styles in this stage, will be derived the key phrases. Based on the same soul, they won’t be widely divergent, but should be separate. The main idea of this process is to create different design directions with divergent thinking strategy.

GENERATE 3 TYPES OF LOGOS In general, there are three types of logos—symbolic marks, graphic marks and wordmarks. Symbolic Marks are meaningful shapes or allusions to connect to a deeper-meaning within the brand soul. Graphic Marks are often abstract (or generic ) shapes or letterforms to connect to the brand’s name (more than the soul). Wordmarks defines as customized, style appropriate type solutions featuring the brand’s name. All solutions should be initially drawn by hand.

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EXPLORATION AROUND 1 KEYWORD FUTURISTIC KEY PHRASE Unpredictable opportunities

Has potential

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EXPLORATION AROUND 1 KEYWORD FUTURISTIC KEY PHRASE Unpredictable opportunities

Has potential

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EXPLORATION AROUND 1 KEYWORD FUTURISTIC KEY PHRASE Unpredictable opportunities

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EXPLORATION AROUND 1 KEYWORD EXPLORATION KEY PHRASE Adventure is out there.

Has potential

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EXPLORATION AROUND 1 KEYWORD EXPLORATION KEY PHRASE Adventure is out there.

Has potential

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EXPLORATION AROUND 1 KEYWORD EXPLORATION KEY PHRASE Adventure is out there.

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EXPLORATION AROUND 1 KEYWORD INNOVATIVE KEY PHRASE Inventing the future

Has potential

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EXPLORATION AROUND 1 KEYWORD INNOVATIVE KEY PHRASE Inventing the future

Has potential

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EXPLORATION AROUND 1 KEYWORD INNOVATIVE KEY PHRASE Inventing the future

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AROUND 1 FEEDBACK

After the first critique, the feedback from first round logo exploration is to continue to sketch the logos as many as possible. Avoid the triangle logo due to its similarity to the Delta Air Lines logo. Simpler, geometric graphics are the solutions that can reflect the company’s future route. Graphic elements like phoenix, hexagon, rocket and explosion have potential.

Among the three directions, “futuristic” and “exploration” are the most successful in connecting the soul with TWA. For the next round, keep developing the chosen direction, distilling the 10 best logos from the first computer draft.

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EXPLORATION AROUND 2 DIRECTION HEXAGON

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EXPLORATION AROUND 2 DIRECTION BIRD

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EXPLORATION AROUND 2 DIRECTION BIRD

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EXPLORATION AROUND 2 DIRECTION TRIANGLE

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EXPLORATION AROUND 2 DIRECTION EXPLOSION

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EXPLORATION AROUND 2 DIRECTION ROCKET

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EXPLORATION AROUND 2 DIRECTION TYPOGRAPHY

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EXPLORATION AROUND 2 COMPUITER SKETCHES

This concept uses a highly abstract eagle to represent the brave and exploratory spirit of TWA.

This concept uses a highly abstract graphic to include the celebration of fireworks, the explosion of technology and warp drive and many other meanings.

CHAPTER 02 // LOGO DEVELOPMENT

The concept uses an abstracted jet engine to reflect TWA’s glorious past and also incorporates a graphic of the sun to symbolize a bright future.

The concept symbolizes the adventurous spirit of constant climbing with the hillside. At the same time the text is formed in the shape of an upward arrow meaning continuous progress and improvement.

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EXPLORATION AROUND 2 COMPUTER SKETCHES

This concept uses the Big Bang to symbolize the development of TWA in the high-tech and aerospace fields. At the same time, the pupil is used to symbolize the broad vision of TWA since its inception.

This concept uses the phoenix to symbolize the nirvana of TWA. In-flight status represents TWA’s illustrious history and is ready for the future.

CHAPTER 02 // LOGO DEVELOPMENT

The concept uses the propeller to symbolize Howard Hughes’ legendary experience and TWA’s aviation background. At the same time, the integration of the all-seeing eye means its protection of human beings and a vision for the future.

This concept embodies the brave and adventurous spirit of TWA with the letter A in the shape of a bald eagle. It is also shaped like the cockpit of a modern airliner. This shows the aviation background of TWA.

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EXPLORATION AROUND 2 COMPUTER SKETCHES

This concept uses the phoenix to symbolize the nirvana of TWA. In-flight status represents TWA’s illustrious history and is ready for the future.

This concept can use four arrows to form the word TWA or a symbol to symbolize progress.

Elements that can be freely combined mean endless possibilities for the future.

CHAPTER 02 // LOGO DEVELOPMENT

This concept incorporates an abstract portrait of Howard Hughes into the letters. Howard Hughes is at the heart of the iconic TWA ethos. At the same time, the use of his image is also the best representative of TWA.

This concept stylizes fireworks and presents them in a fashion that is now popular. At the same time, the light-like image also implies a positive attitude towards the future.

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AROUND 2 FEEDBACK

After the second critique, the feedback from second round logo exploration is to continue to sketch the logos as many as possible. The phoenix, hexagon and Howard heads stand out.

The curves and corner details in the Phoenix scheme need to be adjusted. The hexagonal scheme presents a clean yet powerful combination of geometric figures. The Howard head scheme requires adjustments to the weight and detail of the text.

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EXPLORATION AROUND 3 BIRD/ PHOENIX

This concept uses the phoenix to symbolize the nirvana of TWA. Flying status represents TWA’s illustrious history and is ready for the future.

CHAPTER 02 // LOGO DEVELOPMENT

Plan A

Plan B

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EXPLORATION AROUND 3 PORTRAIT

This concept incorporates an abstract portrait of Howard Hughes into the letters. Howard Hughes is at the heart of the iconic TWA ethos. At the same time, the use of his image is also the best representative of TWA.

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EXPLORATION AROUND 3 FOUR ARROWS

This concept can use four arrows to form the word TWA or a symbol to symbolize progress. Elements that can be freely combined mean endless possibilities for the future.

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EXPLORATION AROUND 3 COLOR

RGB

230 31 72

RGB

240 240 240

CMYK 0 95 60 0

CMYK 5 5 5 0

PMS

192C

PMS

649C

HEX

e61f48

HEX

f0f0f0

RGB

95 195 205

RGB

20 4 29

CMYK 60 0 20 0

CMYK 90 100 70 65

PMS

292 C

PMS

7574C

HEX

5ec2cd

HEX

14041d

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EXPLORATION AROUND 4 PROPOSAL #1 PHOENIX + CIRCLE

In this proposal, I continue to develop the phoenix concept. In the design, I kept the corners sharp to present an aggressive, dynamic brand identity. I made some tweaks to the curves and some details and finally came up with three versions.

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EXPLORATION AROUND 4 PROPOSAL #2 PHOENIX SPREADS ITS WINGS

In this proposal, I continue to develop the phoenix concept. In the design, I kept the corners sharp to present an aggressive, dynamic brand identity. I made some tweaks to the curves and some details and finally came up with three versions.

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EXPLORATION AROUND 4 PROPOSAL #3 FOUR ARROWS

In this proposal, I use four equilateral triangles to form both the icon and TWA letters. I hope to reflect TWA’s positive attitude towards cutting-edge technologies and unprecedented concepts through flexible design. At the same time, the hexagonal icon hides the graphic of a jet airliner, which also reflects the legendary history of TWA.

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EXPLORATION AROUND 4 THREE LOGOS

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FINAL LOGO Discover many existing Visual Standards Guilds in order to create the guild for my brand. These examples help me to develop the visual standards guild in the future.

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CHAPTER 03 // FINAL LOGO

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LOGO GEOMETRY

Guides mainly consist of horizontal, vertical and diagonal lines, with the help of circles, squares and rectangles. The circle is more commonly used and is trending today. So we designed our logo entirely out of circles.

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SIMILAR LOGOS By looking at other companies with similar concepts for their logos, we are able to ensure that the rebranding of TWA does not end up too similar to another logo already in existence. This way I made a visual research for real existing companies that might have the same logo.

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PHOENIX / BIRD LOGOS

Japan Airlines is an international airline and Japan’s flag carrier and second largest airline as of 2021, headquartered in Shinagawa, Tokyo.

Their logo is a crane in the shape of a circle.

Air China is the flag carrier of the People’s Republic of China and one of the “Big Three” mainland Chinese airlines. Air China’s flight operations are based primarily at Beijing Capital International Airport.Their logo is a red phoenix.

City of Phoenix is a website that offers information about the city Phoenix, AZ. Their logo is a phoenix in the shape of a circle.

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Phoenix Television is a partially state-owned television network that

Hollister is an American lifestyle brand owned by Abercrombie & Fitch

offers Mandarin and Cantonese-language channels that serve the

Co.Hollister’s story is based on a fictional character named John M.

Chinese mainland, Hong Kong, Macau, Taiwan and other markets with

Hollister.The Hollister logo features a flying seagull which is usually

substantial Chinese-language viewers. Their logo is a phoenix in the

associated with sea coasts.The maroon color in the Hollister logo relates

shape of a circle.

to joy, courage and strength.

American Airlines is a major US-based airline headquartered in Fort

American Eagle Outfitters, Inc. is an American clothing and accessories.

Worth, Texas, within the Dallas–Fort Worth metroplex. Their logo has a eagle between two letters.

Nestle, is one of the biggest food companies in the world.Henri Nestlé was one of the first Swiss manufacturers to build up a brand with the help of a logo.

the logo of the company was made to changes to its products and leadership. The Flying Eagle is the very popular and attractive logo.

In 2006, Started as a small company twttr has grown to become global phenomenon.Twitter’s Bird Logo is the very Popular. It’s Larry. Larry the Bird.

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Dove is a personal care brand owned by Unilever. The Dove silhouette The National Broadcasting Company (NBC) is an American English language commercial broadcast television network. NBC is sometimes referred to as the “Peacock Network”.

Lufthansa is the largest German airline.Lufthansa is one of the five founding members of Star Alliance, the world’s largest airline alliance.

The name Lufthansa is derived from two Sanskrit words “Lupth” and “Hansa” meaning disappearing crane.

Future Group is an Indian private conglomerate from India. The logo is very Attractive which means ” Golden Bird”. The Colour used in the logo represents with joy, sunshine, and the tropics. The Group is famous for its Unique Marketing of Different Products.

used in the logo is very attractive and gives a gentle touch to their Products.Its original color was golden, but keeps changing based on the ad campaign or the individual product.

Giorgio Armani is an Italian fashion house founded by Giorgio Armani.

Giorgio Armani is a high-end label specializing in lifestyle Products.This spread eagle logo depicts the supremacy and high quality of the Emporio Armani clothing line.

Swift’s visual identity created by Apple is a bright coral icon featuring a swallow. Its silhouette is color white and sits at the left corner of the brand name. The logo has a vibrant energy, all while being reminiscent of Apple’s clean and minimalist identity.

CHAPTER 04 // SIMILAR LOGOS

Turkish Airlines is the national flag carrier airline of Turkey. It operates scheduled services to 315 destinations in Europe, Asia, Africa, and the Americas, making it the largest mainline carrier in the world by number of passenger destinations. Their logo is a bird in the shape of a circle.

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Duolingo is a free and premium language-learning platform. The Main reason of Choosing Green Color in the logo is the Owl “Duo” a very rare green owl Species.It’s represent the professional and still cheerful.

Some Saying its Cute character. Its view makes it look like an Angry Bird.

The United States Postal Service is an independent agency of the executive branch of the United States federal government responsible for providing postal service in the United States, including its insular

Gulf Air is the flag carrier of Bahrain.Gulf Air’s Golden Falcon logo gives

areas and associated states. Their logo is a eagle in a blue rectangle.

the very attractive look and Golden Color represents the Luxury. Falcon bird symbolize for success, victory and rising above a situation.

The British publishing company chose to go for a flightless bird. Puffin is the left-facing penguin that you see on the spine of classic books. The designer behind this mascot logo is Edward Young in 1935.

Singapore Airlines logo represents a bird known as “Silver Kris” which originates from a dagger featured in regional folklore. The Silver Kris in the logo faces right with its wings lifted which represents the futureoriented vision of the company.

INSPIRATION Discover many existing Visual Standards Guilds in order to create the guild for my brand. These examples help me to develop the visual standards guild in the future.

CHAPTER 01 // VISUAL ANALYSIS

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NEW IDENTITY INTRODUCTION

This way of presenting the new design by comparing the old with the new clearly shows the iteration of the design. It’s inspiring and successful by showing them together for a better visual difference. We can clearly see the difference as well as the development of the new brand identity.

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LOGO ANATOMY

This is a very detailed and successful exploration of logo anatomy, and you can clearly see why the logo is designed the way it is. We can find that everything is related to the x-height, although I can’t read Spanish but I can also restore the logo through the grid. We can also clearly see the relationship between words and patterns, which makes their collocation more harmonious and meaningful.

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TYPE SPECS

In the type choice section, I think it works well here because it’s easy to understand and other designers can easily understand and follow the rules here. The simplicity and straightforward idea of this type specification is very inspiring to everyone.

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COLORS

This color performs well. All color combinations are clearly presented in the table. In the actual color column on the left, we can also find numbers describing the colors, I can’t read German but they don’t seem to be CMYK or RGB numbers. It is very specific, readable and easy to understand. Nice layout composition.

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LOGO DON’TS

This Logo Dont’s page is very specific and has lots of examples showing how not to use the logo, with all the different examples included. If designers are unsure how to use a logo at a certain moment, this is a great example of how we can look back to determine how to use it.

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ALTERNATE VERSIONS OF THE LOGO

This alternate version of the logo is also very helpful for designers who are confused about how to use the logo when they are faced with a new situation. These examples basically cover most situations of logo application. I believe these can be of great help in design work.

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// COLOPHON COURSE GR604_The Nature of Identity INSTRUCTOR Hunter Wimmer DESIGNER Jingjing Zhao PHOTOGRAPHY CREDITS Getty Images AP TWA Museum The New York Times NASA