GR604 TWA Rebranding Visual Standards Guide

// VISUAL STANDARDS GUIDE

// TABLE OF CONTENTS

INTRODUCTION

VISUAL STANDARDS

BRAND EXPANSION

NEW MISSION

08

BRAND DESCRIPTION

10

TIMELINE

12

VISUAL CONCEPT

14

KEYWORDS

15

NEW LOGO

18

LOGO ANATOMY

20

CLEAR SPACE

22

LOGO GEOMETRY

24

LOGO COLORS

26

LOGO SIZE CHART

28

ALTERNATE VERSIONS

30

DON’TS

32

TYPOGRAPHY

34

MAIN ID COLORS

36

COLOR PALETTE

38

STATIONARY SYSTEM

40

LEAP FORWARD CHART

50

BRAND EXPANSION LIST

52

CATEGORIZATION

62

INTRODUCTION A short introduction of our visual concept, and our new mission, where we are focused and what triggers us to move forward and find new possibilities to create a better future.

CHAPTER 01 // INTRODUCTION

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MISSION STATEMENT

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

CHAPTER 01 // INTRODUCTION

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10

“

VISUAL STANDARDS GUIDE // TWA

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

”

——Howard Hughes

CHAPTER 01 // INTRODUCTION

BRAND DESCRIPTION

11

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.

VISUAL STANDARDS GUIDE // TWA

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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) .

CHAPTER 01 // INTRODUCTION

13

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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VISUAL STANDARDS GUIDE // TWA

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 01 // INTRODUCTION

KEYWORDS

Celebrate // The joy of what has been accomplished and the boundless desire for the future Spirit // The source of power for continuous progress and the inheritance of legendary history.

Exploration // Curiosity about the unknown and longing for the edge keep us moving forward to the future.

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VISUAL STANDARDS In design works, the visual effect supports the first impression of the brand to audiences. Logo visual design needs to be based on the brand’s attributes that people can get messages easily. Visual research can help the designer find the best solution to show a brand logo, and it provides a detailed report for people. The designer needs to consider the color, typography, or logo don’ts to design the logo.

CHAPTER 01 // INTRODUCTION

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VISUAL STANDARDS GUIDE // TWA

NEW LOGO

This is our new logo composed by a logotype and a logo mark. A dynamic phoenix that represents the future of TWA, but connected to the old brand soul and story.

CHAPTER 02 // VISUAL STANDARDS

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VISUAL STANDARDS GUIDE // TWA

LOGO ANATOMY

This logo is composed of a combination of a logotype and a logo mark.

The new logo conceptually and visually is connected with the TWA brand soul, transmitting the energy, power, and complexity. Logo anatomy is thought to the details, and everything relates to the x to create a connection between lines, shapes, distances, and negative space.

CHAPTER 02 // VISUAL STANDARDS

3x

1/6x

21

1/6x

x

1/4x

1/6x

22

VISUAL STANDARDS GUIDE // TWA

CLEAR SPACE

The logo always has a clear zone around it. As a unit of measurement, “X” equals the height of letter “TWA”in logotype. No text or symbols can appear in this area.

CHAPTER 02 // VISUAL STANDARDS

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3x

x

24

VISUAL STANDARDS GUIDE // TWA

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.

CHAPTER 02 // VISUAL STANDARDS

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VISUAL STANDARDS GUIDE // TWA

LOGO COLORS

For our new logo, we deploy two primary colors that best represent the spirit of TWA. It can be applied to both dark and light backgrounds as long as it follows the examples on the right. The primary color version should be used when the logo is placed on a light or a white background.

The negative version can be used when placed on a dark one. There are also secondary colors which will be employed for specific use. Please follow the upcoming visual system guideline for better consistency.

CHAPTER 02 // VISUAL STANDARDS

PMS

PMS

649C

CMYK 0 95 60 0

CMYK

5550

RGB

230 31 72

RGB

240 240 240

PMS

292 C

192C

PMS

7574C

CMYK 60 0 20 0

CMYK

90 100 70 65

RGB

RGB

20 4 29

95 195 205

27

28

LOGO SIZE CHART

VISUAL STANDARDS GUIDE // TWA

CHAPTER 02 // VISUAL STANDARDS

VERSION A

VERSION B

1 INCH HIGH ABOVE

1/2 INCH HIGH

1/4 INCH HIGH

1/8 INCH HIGH

1/16 INCH HIGH

NOTHING BELOW 1/32 INCH HIGH

29

VERSION C

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ALTERNATIVE VERSIONS

VISUAL STANDARDS GUIDE // TWA

SIGNATURE / HORIZONTAL

CHAPTER 02 // VISUAL STANDARDS

SIGNATURE / VERTICAL

SYMBOL / VERTICAL

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32

VISUAL STANDARDS GUIDE // TWA

LOGO DONT’S

A1 // DON’T CHANGE WORD MARK POSITION A2 // DON’T ROTATE THE LOGO A3 // DON’T OUTLINE THE LOGO A4 // DON’T CHANGE THE COLOR

B1 // DON’T CHANGE OPACITY B2 // DON’T DROP SHADOW B3 // DON’T CROP THE LOGO B4 // DON’T REVERSE THE LOGO

C1 // DON’T STRETCH THE LOGO C2 // DON’T USE OTHER FONTS C3 // DON’T SCALE A SINGLE PART C4 // DON’T USE SIMILAR COLOR BACKGROUND

D1 // DON’T APPLY 3D EFFECT D2 // DON’T FADE THE LOGO D3 // DON’T USE MONOCHROME D4 // DON’T USE WITH OTHER LOGOS TOGETHER

CHAPTER 02 // VISUAL STANDARDS

A

B

C

1

2

3

4

TWA

33

D

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VISUAL STANDARDS GUIDE // TWA

TYPOGRAPHY

PRIMARY TYPEFACE Typography is a key factor that strengthens our new brand identity of being driven, proactive and innovative. The primary typeface that we use for TWA’s communications is Din Next, which is a strong, aspiring and clean typeface with a human touch. Type should never be modified or altered by adding outlines,drop shadows, or any effects.

DIN Next LT Pro SECONDARY TYPEFACE The secondary typeface that we choose for our brand is Zilla Slab, which shares similar quality with Din Next that expresses strength while being friendly approachable.

Zilla Slab

CHAPTER 02 // VISUAL STANDARDS

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LARGE HEADINGS, CALL-OUTS, NUMBERS

Din Next LT Pro Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

For large headings, important call-outs and numbers, use Din Next LT Pro Black.

Numbers in headings should always be used in the tabular lining style.

123 4 5 67 890!@#$%^&*()|:”, .

TITLES, SUBTITLES, HEADER, FOOTER

DIN NEXT LT PRO BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123 4 5 67 890!@#$%^&*()|:”, .

For titles, subtitles, header and footer, use Din Next LT Pro Black in all caps.

Numbers in titles, subtitles and folios should always be used in the tabular lining style.

BODY COPY, CAPTIONS

Din Next LT Pro Regular

For the body copy and captions, use Din

ABCDEFGHIJKLMNOPQRSTUV WXYZ

with headings and titles. Numbers in the

abcdefghijklmnopqrstuvwxyz 12 3 4 5 67 8 9 0! @ # $ %^&* ( )|:”, .

Next LT Pro Regular to create contrast body copy should always be used in the proportional lining style.

HIGHLIGHTED MESSAGE

Zilla Slab Bold

The secondary typeface will be used

ABCDEFGHIJKLMNOPQRSTUVWXYZ

also be used in the logo lockup for our

abcdefghijklmnopqrstuvwxyz

brand extension programs.

1 23 45 67 89 0!@# $%^&*( )|:”, .

sparingly in highlighted messages. It will

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VISUAL STANDARDS GUIDE // TWA

MAIN ID COLORS

The new TWA evolves from the red of the original logo and thoughtfully select a color palette that matches our key spirits of being proactive, innovative and driven.

The color palette for our visual system consists of primary and secondary colors. In order to raise recognition and strengthen our brand identity, these colors must be used in a consistent manner.

CHAPTER 02 // VISUAL STANDARDS

INNOVATIVE RED

INDOMITABLE GRAY

PMS

192C

CMYK 0 95 60 0 RGB

230 31 72

PMS

649C

CMYK

5550

RGB

240 240 240

PMS

7574C

CMYK

90 100 70 65

RGB

20 4 29

PMS

-

CMYK

0000

RGB

255 255 255

MIDNIGHT BLACK

FLAWLESS WHITE

37

38

VISUAL STANDARDS GUIDE // TWA

COLOR PALETTE

The secondary colors, as indicated on the right-side page, are: TWA Exploring Pthalo and TWA Looming Gray. These colors allow flexibility in brand presentation where regional, cultural or product distinction is warranted.

RULES TO FOLLOW The color palette for our brand has been expressly designed to be easily combined—Any of the two colors will together perfectly well. However, in order to best apply our primary colors and secondary colors, the following misuses should be carefully avoided: // Do not introduce any color into TWA communications other than those specified. // Do not generate CMYK or RGB breakdown by calculating or converting them in any software or online resources. Always use the breakdowns provided in our guidelines. // Do not use more than two colors in addition to black, white and gray.

CHAPTER 02 // VISUAL STANDARDS

EXPLORING PTHALO

LOOMING GRAY

PMS

292 C

CMYK 60 0 20 0 RGB

95 195 205

PMS

649C

CMYK 5 5 5 0 RGB

240 240 240

39

INNOVATIVE RED

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VISUAL STANDARDS GUIDE // TWA

STATIONARY

Examples of our letter heads, business cards, and envelopes. Each contains our logo mark and logotype, and may have the optional graphic to embellish the design.

CHAPTER 02 // VISUAL STANDARDS

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VISUAL STANDARDS GUIDE // TWA

CHAPTER 02 // VISUAL STANDARDS

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VISUAL STANDARDS GUIDE // TWA

CHAPTER 02 // VISUAL STANDARDS

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VISUAL STRATEGY GUIDE // TWA

CHAPTER 03 // BRAND EXPANSION

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BRAND EXPANSION Here are our new ideas in a list to expand the future TWA brand and accomplish the our mission of pushing through the new possibilities.

CHAPTER 01 // INTRODUCTION

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VISUAL STRATEGY GUIDE // TWA

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LEAP FORWARD PRODUCT

CO-BRANDING

PD1 // TWA MICRO SYSTEM

CB1 // TWA + DJI

PD2 // TWA SPACE FLEET

CB2 // TWA + PLAYSTATION

PD3 // TWA OUTDOOR PD4 // TWA CHANNEL

EDUCATION DU1 // TWA SCIENCE & TECHNOLOGY INSTITUTE

SERVICE

DU2 // TWA AFTER SCHOOL PROJECT

SV1 // TWA CLOUD PLATFORM SV2 // TWA EARTH SYSTEM MODEL

ENVIRONMENT

SV3 // TWA CONNECT

NV1 // TWA SCIENCE & TECHNOLOGY MUSEUM

SV4 // TWA GO

NV2 // TWA KNOWLEDGE DATABASE

EXPERIENCE

EVENT

EP1 // TWA PRIVATE SPACEFLIGHT

EV1 // TWA TECH SHOW

EP2 // TWA TOMORROW STUDIO

EV2 // TWA GAMES OPEN

EP3 // TWA ROBOMASTER EP4 // TWA PROTOTYPE WORKSHOP

DEVELOP CREATE IMPROVE

CHAPTER 03 // BRAND EXPANSION

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DEVELOP

EP2 EV1 DU1 CB1

SV3 PD3 NV1

SV2 EP1 EV2 PD1 EP3

SV1 NV2 EP4

SV4 PD4 DU2

PR IM

TE EA

OV

CR

E

PD2 CB2

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VISUAL STRATEGY GUIDE // TWA

PRODUCTS

PD1 // TWA MICRO SYSTEM

PD2 // TWA SPACE FLEET

A powerful solution to unleash possibilities.

A pioneer with the ultimate goal of making life multiplanetary.

TWA Micro System delivers unparalleled scale and perfor-

TWA designs, manufactures and launches the world’s most

mance for machine learning, medical, chemistry and more. The

advanced rockets and spacecraft. The company will revolu-

TWA micro system benefits from decades of innovation for the

tionize space transportation with the ultimate goal of making

most common workload requirements, supported by close

life multi planetary. Because of its strong research and

partnerships and deep integrations with the world’s technology

development capabilities, now TWA has multiple commercial

leaders and pioneers.

vehicle to between the International Space Station, Tian gong space station and earth.

MISSION-FOCUS TWA micro system reinforces our mission of moving our spirit

MISSION-FOCUS

forward to explore the unknown and to keep achieving new

TWA Space Fleet underscores our commitment to move our spirit

heights by increasing computing performance to help scientists

forward to explore the unknown and to keep achieving new

and engineers accelerate their research to achieve unlimited

heights by developing longer-range spacecraft to allow us explore

possibilities.

more distant universes, and at the same time developing spacecraft that can carry more people to achieve cosmic

DIFFERENTIATION

immigration and development.

Has strong independent research and development capabilities and advanced system architecture.

DIFFERENTIATION Visionary and ambitious project planning and strong develop-

SIMILAR TO

ment and manufacturing capabilities.

Intel, AMD, Apple, IBM SIMILAR TO LINKS TO

NASA, Space X, ESA, CNSA

TWA Space Fleet, TWA Cloud Platform.

LINKS TO TWA Private Spaceflight

CHAPTER 03 // BRAND EXPANSION

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PD3 // TWA OUTDOOR

PD4 // TWA CHANNEL

An equipment brand that gives the greatest support to brave

A media network to inspire, motivate and educate future

explorers and pioneers.

explorers through great contents.

TWA Outdoor is a high performance outdoor equipment brand

TWA dedicated to bringing viewers amazing stories and

known for leading innovations in climbing, skiing and alpine

experiences from the world of science, natural history,

technologies. TWA’s unique in-house manufacturing and design

anthropology, survival, geography, and engineering by cable TV

labs allow designers and technicians to constantly evolve and

and Internet streaming.

build products the right way.

MISSION-FOCUS MISSION-FOCUS

TWA Channel underscores our commitment to move our spirit

TWA Outdoor reinforces our mission of moving our spirit forward

forward to explore the unknown and to keep achieving new

to explore the unknown and to keep achieving new heights by

heights by producing impressive programming and documenta-

providing equipment and helping the explorers to keep

ries to inspire exploration and intellectual curiosity in audiences.

conquering themselves and go further then celebrating the joy of

This will give them a good start to explore.

success with them at the time of triumph.

DIFFERENTIATION DIFFERENTIATION

A content library with a lot of resources.

The brand with strong independent research and development capabilities and the best understanding of the explorer.

SIMILAR TO Discovery, National Geographic, BBC Earth

SIMILAR TO Arc’teryx, Patagonia, Mammut.

LINKS TO TWA Outdoor, TWA Earth System Model.

LINKS TO TWA Channel, TWA Earth System Model.

54

VISUAL STRATEGY GUIDE // TWA

SERVICE

SV1 // TWA CLOUD PLATFORM

SV2 // TWA EARTH SYSTEM MODEL

A platform to help researchers and developers create a better

A better way to know about earth and keep it healthy.

future by high performance computing.

The project develops and applies earth system models to TWA Cloud Platform, offered by TWA, is a suite of cloud

further our understanding of climate change and in particular

computing services that provides infrastructure as a service,

the role of Earth system processes. The project will apply

platform as a service, and server less computing environ-

existing configurations of earth system models to investigate a

ments. Alongside a set of management tools, it provides a

range of earth system phenomena and their sensitivity to

series of modular cloud services including computing, data

future anthropogenic forcing.

storage, data analytic and machine learning.

MISSION-FOCUS MISSION-FOCUS

TWA Earth System Model underscores our commitment to move

TWA Cloud reinforces our mission of moving our spirit forward to

our spirit forward to explore the unknown and to keep achieving

explore the unknown and to keep achieving new heights by

new heights by gathering massive information from the world and

supporting developers and researchers to overcome one problem

presenting forecast results through highly accurate simulations

after another with high-performance computing services to make

to provide a reliable reference for future decision-making.

the world a better place.

DIFFERENTIATION DIFFERENTIATION

A trusted source for tracking climate change and extreme

Ultra-high performance computing power for exploring the

disasters.

unknown.

SIMILAR TO SIMILAR TO

UKESM, E3SM

Amazon AWS, Google Cloud, Salesforce LINKS TO LINKS TO TWA Space Fleet, TWA Earth System Model, TWA Micro System

TWA Micro System, TWA Cloud Platform.

CHAPTER 03 // BRAND EXPANSION

SV3 // TWA CONNECT

SV4 // TWA GO

A new way to connect to the Internet anywhere in the world.

A meticulous AI travel advisor to help travelers and explorers

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achieve their goals.

TWA Connect provides high-speed, low-latency broadband internet across the globe. Using advanced satellites in a low

TWA GO will help explorers to plan their next trip by AI. It also

orbit, TWA Link enables video calls, online gaming, streaming,

collect reviews by other explorers and provide travel advice

and other high data rate activities that historically have not

from explorer community about where to stay and what to do.

been possible with satellite internet.

TWA GO owns an extremely comprehensive database of geographic information, cultural and historical details and

MISSION-FOCUS

much more.

TWA Connect reinforces our mission of moving our spirit forward to explore the unknown and to keep achieving new heights by

MISSION-FOCUS

supporting developers and pioneers high speed and stable

TWA GO underscores our commitment to move our spirit forward

Internet connection to share their findings anywhere

to explore the unknown and to keep achieving new heights by

in the world.

providing information and supporting explorers as much as it can. It allows the explorer to focus on exploration and research

DIFFERENTIATION

without worrying about other useless things.

Global coverage and high-speed satellite Internet.

DIFFERENTIATION SIMILAR TO

Professional and efficient local team.

Starlink, OneWeb, Telesat, Viaset SIMILAR TO LINKS TO

Tripadvisor, Trivago, Expedia

TWA Space Fleet, TWA Earth System Model, TWA Micro System LINKS TO TWA Channel, TWA Outdoor, TWA Earth System Model

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VISUAL STRATEGY GUIDE // TWA

EXPERIENCES

EP1 // TWA PRIVATE SPACE FLIGHT

EP2 // TWA TOMORROW STUDIO

An experience of traveling and exploring the space.

A team competition to develop ideas into real-life products.

TWA offers a suite of private spaceflight experiences to suit all

TWA Tomorrow Studio is a competition for children and teens to

interest levels and budgets. Experts will take visitors off the

invent, develop new ideas and turn them into real products.

planet to visit humanity’s only outpost in space - the

They compete to create the best product outcomes through

International Space Station- or as far as the moon and back.

teamwork, collaboration and inventing future products - TWA

Others like zero-gravity flight and spaceflight training allow

provides everything needed, including the materials, software,

visitors to experience space on Earth. All of these were chosen

space and other supplies needed.

because they are available to ordinary citizens and prove that space is no longer just the domain of professional astronauts.

MISSION-FOCUS TWA Tomorrow Studio reinforces our mission of moving our spirit

MISSION-FOCUS

forward to explore the unknown and to keep achieving new

The TWA Private Spaceflight reinforces our mission of moving our

heights by allowing children to create and study the subjects they

spirit forward to explore the unknown and to keep achieving new

love without limits and develop new ideas and translate them into

heights by providing amazing space traveling experiences and

real-life projects.

celebrating achievements by revealing the secrets of the universe to more people.

DIFFERENTIATION Professional environment, professional assistance.

DIFFERENTIATION Advanced space transportation tech, extreme conditions,

SIMILAR TO

private.

Global Innovation Summit, Manufacturing X.0.

SIMILAR TO

LINKS TO

NASA, Space X, Virgin Galactic

TWA Micro System, TWA Cloud Platform, TWA Channel

LINKS TO TWA Space Fleet

CHAPTER 03 // BRAND EXPANSION

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EP3 // TWA ROBOMASTER

EP4 // TWA PROTOTYPE WORKSHOP

A competition of creativity and technology.

A place for designing, prototyping and testing.

The robot building process captures player’s imaginations as

TWA Prototype Workshop provides controlled conditions and

they design, construct and compete with their robotic

massive tools and equipment people need for scientific or

creations. Through practical application, students gain

technological research, experiments, testing and prototypical.

knowledge of Science, Technology, Engineering, and Math - all

TWA engineers and technicians will help participants refine

essential skills for manufacturing. TWA Tomorrow Studio is

designs, build prototypes and test them. TWA will consider

working on expanding the TWA Robomaster competition in the

adopting and mass-producing excellent works participants

coming years, and supporting year-round education initiatives

designed.

to promote and engage students toward career paths in robots manufacturing.

MISSION-FOCUS TWA Prototype Workshop reinforces our mission of moving our

MISSION-FOCUS

spirit forward to explore the unknown and to keep achieving new

The TWA Robomaster reinforces our mission of moving our spirit

heights by building and testing the prototype with possibilities to

forward to explore the unknown and to keep achieving new

explore unknown worlds designed by students and amateurs.

heights by ascending teenager’s imaginations to design, build and test their own robots. These experiences will open up endless possibilities for their future exploration.

DIFFERENTIATION Professional engineers and technicians offering help, TWA may adopt good designs.

DIFFERENTIATION Using TWA’s technology to enhance the performance of robots.

SIMILAR TO Wick Curiosity Shop, Urban Workshop.

SIMILAR TO BattleBots, Xtreme Bots

LINKS TO TWA Cloud Platform, TWA Tomorrow Studio

LINKS TO TWA Cloud Platform, TWA Prototype Workshop

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VISUAL STRATEGY GUIDE // TWA

CO-BRANDING

CB1 // TWA + DJI

CB2 // TWA + PLAYSTATION

A new strategy for STEM enlightenment education.

An amazing virtual world to explore.

TWA is partnering with DJI, one of the largest consumer drones

TWA is partnering with Sony Playstation department, one of the

and educational robots companies, together with the vision of

largest gaming companies, together with the vision of creating

creating new robot prototypes for engineering and program-

new prototypes based on VR and AR gaming experience and

ming education and integrate them with TWA’s children’s

maneuvering spaces within the natural world and make the

education curriculum to inspire children’s interest and desire

object of the game applicable to real-life situations.

to explore in related majors.

MISSION-FOCUS MISSION-FOCUS

TWA Tomorrow Studio reinforces our mission of moving our spirit

TWA + DJI reinforces our mission of moving our spirit forward to

forward to explore the unknown and to keep achieving new

explore the unknown and to keep achieving new heights by

heights by exploring the future of gaming technology and cutting

applying the latest technology to enlighten future explorers.

edge interactive experience.

DIFFERENTIATION

DIFFERENTIATION

Best educational robot solution, strong R&D capabilities.

Cutting-edge computing and graphic technology, senior entertainment developing experience.

SIMILAR TO Clicbot.

SIMILAR TO Microsoft Xbox, Steam

LINKS TO TWA Cloud Platform, TWA After School Project.

LINKS TO TWA Cloud Platform, TWA Micro System

CHAPTER 03 // BRAND EXPANSION

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EVENT

EV1 // TWA TECH EXPO

EV2 // TWA GAMES OPEN

An platform for technology leaders to connect, collaborate, and

A world-leading esports competition showcasing the latest

propel consumer technology forward.

gaming and entertainment technology.

TWA Tech EXPO is the most influential tech event in the world

Trans World Games is an international e-sports competition

— the proving ground for breakthrough technologies and global

with multi-game titles in which hundreds of e-sports athletes

innovators. This is where the world’s biggest brands do

from around the world participate in a variety of competitions

business and meet new partners, and the sharpest innovators

also known as E-sports Olympics. TWA events attempt to

hit the stage.

emulate a traditional sporting tournament, such as the Olympic Games; events included an official opening ceremony, and

MISSION-FOCUS

players from various countries competing for gold, silver, and

TWA Tech Expo reinforces our mission of moving our spirit

bronze medals.

forward to explore the unknown and to keep achieving new heights by presenting the latest technology products and

MISSION-FOCUS

concepts to inspire and educate audiences and give them the

The TWA Games Open reinforces our mission of moving our spirit

opportunity to become new explorers.

forward to explore the unknown and to keep achieving new heights by presenting and applying the latest technology in the

DIFFERENTIATION

gaming field and letting the audiences experience it to unleash

The most advanced products in the world are displayed here.

their imaginations and become new explorers.

SIMILAR TO

DIFFERENTIATION

CES, E3, MWC, COMPUTEX

Advanced gaming tech, immersive reality experience.

LINKS TO

SIMILAR TO

TWA Channel, TWA Tomorrow Studio, TWA Micro System

Tokyo Game Show, E3, GDC, Gamescom LINKS TO TWA Micro System, TWA Cloud Platform, TWA Channel

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VISUAL STRATEGY GUIDE // TWA

EDUCATIONS

DU1 // TWA SCIENCE & TECHNOLOGY INSTITUTE

DU2 // TWA AFTER SCHOOL PROJECT

A research based institute focuses on exploring a better future.

A opportunity for children to explore different career option.

TWA Science & Technology Institute is an opportunity for

TWA After School Project promotes extra learning and building

future generations and everyone who feels motivated and

the education and skills of children so that they can be

inspired to pursue science and technology and learn how to

successful whey they face the world. TWA will collaborate with

create a better future.

schools to give children the opportunity for learning and exploring different subject for their future. The program is

MISSION-FOCUS

offered on site or virtually from home or school. Some of the

TWA Science & Technology Institute reinforces our mission of

different programs offered are learning more about different

moving our spirit forward to explore the unknown and to keep

fields in science, technology, engineering and a variety of

achieving new heights by learning new skills, and knowledge that

different languages to choose from.

will lead to create professional individuals that build a brighter future and inspire more explorers.

MISSION-FOCUS TWA After School Project reinforces our mission of moving our

DIFFERENTIATION

spirit forward to explore the unknown and to keep achieving new

Best educational robot solution, strong R&D capabilities.

heights by providing advanced education for children for a

SIMILAR TO

brighter minds for the future.

California Institute of Technology, Massachusetts Institute of

DIFFERENTIATION

Technology, Stanford University.

Focus on education, help children plan their careers.

LINKS TO

SIMILAR TO

TWA Science & Technology Museum, TWA Knowledge

Google Education, Lynda.com, Coursera.

Database.

LINKS TO TWA Cloud Platform, TWA Tomorrow Studio

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ENVIRONMENTS

NV1 // TWA SCIENCE & TECHNOLOGY MUSEUM

NV2 // TWA KNOWLEDGE DATABASE

A palace to see and touch the future.

An online database that offers classes, knowledge and all educational resources.

The museum allows visitors to see inside our cosmos and the implications of technological advances for our societies and

This interactive site hosts all the TWA designs, products, and

future. At TWA Science Museum, you are taken on a journey

programs, and offers classes, workshops, and seminars to

along with current and future tech inventions - like Al robots

attend or view. This is available for the world and offers

and a hands-on model visualizing the principle of the internet

translations making it easy for anyone to visit. The TWA

- that have far-reaching conclusions for sustainability, human

Knowledge Database promotes collaboration, connection, and

interaction, experience and lifestyle. You are invited to see the

learning. The database is targeted towards children and adults,

future into the present.

offering different levels of classes and workshops.

MISSION-FOCUS

MISSION-FOCUS

TWA Science & Technology Museum reinforces our mission of

TWA Knowledge Database reinforces our mission of moving our

moving our spirit forward to explore the unknown and to keep

spirit forward to explore the unknown and to keep achieving new

achieving new heights by creating exhibits based on fun interac-

heights by being a collaborative environment where people can

tions to introduce audiences to TWA’s last and best products and

learn professional knowledge freely and have resources to

technologies to enlighten new explorers.

expand their profession to explore the unknown world.

DIFFERENTIATION

DIFFERENTIATION

Cutting-edge interactive experience, social interactive space.

Focusing on providing information and resources to everyone.

SIMILAR TO

SIMILAR TO

California Academy of Science, Exploratorium.

Google Scholar.

LINKS TO

LINKS TO

TWA Science & Technology Institute, TWA Tech Show

TWA Science & Technology Museum, TWA Science & Technology Institute.

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TWA CHANNEL A media network to inspire, motivate and educate through great contents.

TWA dedicated to bringing viewers amazing stories and experiences from the world of science, natural history, anthropology, survival, geography, and engineering by cable TV and Internet streaming.

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A photo shoot during a family watching TWA Channel.

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

—Howard Hughes / Founder and principal stockholder of TWA

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A photo shoot during a science show filming.

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A photo shoot when staff were preparing for a tech talk show

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MISSION-FOCUS TWA Channel underscores our commitment to move our spirit forward to explore the unknown and to keep achieving new heights by producing impressive programming and documentaries to inspire exploration and intellectual curiosity in audiences. This will give them a good start to explore.

DIFFERENTIATION A content library with a lot of resources.

SIMILAR TO Discovery, National Geographic, BBC Earth LINKS TO TWA Outdoor, TWA Earth System Model.

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TWA MICRO SYSTEM A new solution that is more powerful and energy efficient.

TWA Micro System delivers unparalleled scale and performance for machine learning, medical, chemistry and more. The TWA micro system benefits from decades of innovation for the most common workload requirements, supported by close partnerships and deep integrations with the world’s technology leaders and pioneers.

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A photo shoot in TWA wafer foundry.

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A product photo of a TWA microprocessor.

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The human brain is still undergoing rapid adaptive evolution.

—Howard Hughes / Founder and principal stockholder of TWA

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A photo shoot in TWA computing lab.

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MISSION-FOCUS The TWA micro system reinforces our mission of moving our spirit forward to explore the unknown and to keep achieving new heights by increasing computing performance to help scientists and engineers accelerate their research to achieve unlimited possibilities.

DIFFERENTIATION Has strong independent research and development capabilities and advanced system architecture.

SIMILAR TO Intel, AMD, Apple, IBM LINKS TO TWA Space Fleet, TWA Cloud Platform.

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TWA SPACE FLEET A pioneer with the ultimate goal of making life multi planetary.

TWA designs, manufactures and launches the world’s most advanced rockets and spacecraft. The company will revolutionize space transportation with the ultimate goal of making life multi planetary. Because of its strong research and development capabilities, now TWA has multiple commercial vehicle to between the International Space Station, Tian gong space station and earth.

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A photo shoot during a crew navigating.

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Passion will make you crazy, but is there any other way to live?

—Howard Hughes / Founder and principal stockholder of TWA

A photo shoot during a spaceship is docking to the Hughes Space Station.

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A photo shoot inside of a TWA spaceship.

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MISSION-FOCUS TWA Space Fleet underscores our commitment to move our spirit forward to explore the unknown and to keep achieving new heights by developing longer-range spacecraft to allow us explore more distant universes, and at the same time developing spacecraft that can carry more people to achieve cosmic immigration.

DIFFERENTIATION Visionary and ambitious project planning and strong development and manufacturing capabilities.

SIMILAR TO NASA, Space X, ESA, CNSA LINKS TO TWA Private Spaceflight

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TWA ROBOMASTER A competition of creativity and technology.

The robot building process captures player’s imaginations as they design, construct and compete with their robotic creations. Through practical application, students gain knowledge of Science, Technology, Engineering, and Math - all essential skills for manufacturing. TWA Tomorrow is working on expanding the TWA Robomaster competition in the coming years, and supporting year-round education initiatives to promote and engage students toward career paths in robots manufacturing.

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The hero shot of the participating robots.

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Play off everyone against each other so that you have more avenues of action open to you.

—Howard Hughes / Founder and principal stockholder of TWA

A photo shoot during finals of the robomaster competition.

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A photo shoot of the robots modified by players.

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MISSION-FOCUS TWA Robomaster reinforces our mission of moving our spirit forward to explore the unknown and to keep achieving new heights by ascending teenager’s imaginations to design, build and test their own robots. These experiences will open up endless possibilities for their future exploration.

DIFFERENTIATION Using TWA’s technology to enhance the performance of robots.

SIMILAR TO BattleBots, Xtreme Bots LINKS TO TWA Cloud Platform, TWA Prototype Workshop

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TWA + PLAYSTATION An amazing virtual world to explore.

TWA is partnering with Sony Playstation department, one of the largest gaming companies, together with the vision of creating new prototypes based on VR and AR gaming experience and maneuvering spaces within the natural world and make the object of the game applicable to real-life situations.

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A photo shoot during a players is playing games.

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A photo shoot during players are socializing in the game using their own fantasy characters

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I am willing to go beyond all limitations.

—Howard Hughes / Founder and principal stockholder of TWA

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A photo of game develop team.

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MISSION-FOCUS TWA Tomorrow Studio reinforces our mission of moving our spirit forward to explore the unknown and to keep achieving new heights by exploring the future of gaming technology and experience.

DIFFERENTIATION Cutting-edge computing and graphic technology, senior entertainment developing experience.

SIMILAR TO Microsoft Xbox, Steam LINKS TO TWA Cloud Platform, TWA Micro System

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TWA SCIENCE & TECHNOLOGY INSTITUTE A research based institute focuses on exploring a better future.

TWA Science & Technology Institute is an opportunity for future generations and everyone who feels motivated and inspired to pursue science and technology and learn how to create a better future.

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A photo of aerospace engineering department.

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107 A photo shoot during engineering graduate students are doing experiments.

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The human brain is still undergoing rapid adaptive evolution.

—Howard Hughes / Founder and principal stockholder of TWA

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A photo shoot during a class.

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MISSION-FOCUS TWA Science & Technology Institute reinforces our mission of moving our spirit forward to explore the unknown and to keep achieving new heights by learning new skills, and knowledge that will lead to create professional individuals that build a brighter future.

DIFFERENTIATION Best educational robot solution, strong R&D capabilities.

SIMILAR TO California Institute of Technology, Massachusetts Institute of Technology, Stanford University.

LINKS TO TWA Science & Technology Museum, TWA Knowledge Database.

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TWA PROTOTYPE WORKSHOP A place for designing, prototypical and testing.

TWA Prototype Workshop provides controlled conditions and massive tools and equipment people need for scientific or technological research, experiments, testing and prototypical. TWA engineers and technicians will help participants refine designs, build prototypes and test them. TWA will consider adopting and massproducing excellent works participants designed.

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A photo of 3D printing lab.

VISUAL STRATEGY GUIDE // TWA

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A photo shoot in the prototype lab.

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If you have a workforce that enjoys each other, they trust each other, they’re proud of where they work – then they’re going to deliver a good product.

—Howard Hughes / Founder and principal stockholder of TWA

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A photo shoot during designers were discussing.

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MISSION-FOCUS TWA Prototype Workshop reinforces our mission of moving our spirit forward to explore the unknown and to keep achieving new heights by building and testing the prototype with possibilities to explore unknown worlds designed by students and amateurs.

DIFFERENTIATION Professional engineers and technicians offering help, TWA may adopt good designs.

SIMILAR TO Wick Curiosity Shop, Urban Workshop.

LINKS TO TWA Cloud Platform, TWA Tomorrow Studio

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TWA CONNECT A new way to connect to the Internet anywhere in the world.

TWA Connect provides high-speed, low-latency broadband internet across the globe. Using advanced satellites in a low orbit, TWA Link enables video calls, online gaming, streaming, and other high data rate activities that historically have not been possible with satellite internet.

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A photo of TWA Connect Antenna.

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A photo shoot during TWA Connect satellites communicating with each other.

It is only the future in which I am really vitally interested.

—Howard Hughes / Founder and principal stockholder of TWA

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A photo shoot during engineers are assembling satellites.

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MISSION-FOCUS TWA Connect reinforces our mission of moving our spirit forward to explore the unknown and to keep achieving new heights by supporting developers and pioneers high speed and stable Internet connection to share their findings anywhere in the world.

DIFFERENTIATION The most advanced products in the world are displayed here.

SIMILAR TO CES, E3, MWC, COMPUTEX LINKS TO TWA Channel, TWA Tomorrow Studio, TWA Micro System

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TWA TECH EXPO An platform for technology leaders to connect, collaborate, and propel consumer technology forward.

TWA Tech Show is the most influential tech event in the world — the proving ground for breakthrough technologies and global innovators. This is where the world’s biggest brands do business and meet new partners, and the sharpest innovators hit the stage.

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A photo shoot during TWA Tech EXPO.

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A photo shoot during a panel in TWA Tech EXPO.

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In one fell swoop, we have shrunken the earth.

—Howard Hughes / Founder and principal stockholder of TWA

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A photo shoot during an audience is trying a new game console in TWA Tech EXPO.

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MISSION-FOCUS The TWA Tech Expo reinforces our mission of moving our spirit forward to explore the unknown and to keep achieving new heights by presenting the latest technology products and concepts to inspire and educate audiences and give them the opportunity to become new explorers.

DIFFERENTIATION The most advanced products in the world are displayed here.

SIMILAR TO CES, E3, MWC, COMPUTEX LINKS TO TWA Channel, TWA Tomorrow Studio, TWA Micro System

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// COLOPHON COURSE GR604_The Nature of Identity INSTRUCTOR Hunter Wimmer DESIGNER Jingjing Zhao PHOTOGRAPHY CREDITS Space X Getty Images Tesla The New York Times NASA Star Trek: Discovery Discovery Channel The Slow Mo Guys Intel IBM MSI Dell EMC The Expanse DJI Sony Entertainment Network Square Enix Valve HTC Riot Games University of California, Berkeley University of California Irvine Prusa Research Microsoft Starlink CES Las Vegas Convention Center