// 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
7
MISSION STATEMENT
We strive to move our spirit forward to explore the unknown and to keep achieving new heights.
CHAPTER 01 // INTRODUCTION
9
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
12
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.
14
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.
15
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
17
18
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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20
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
23
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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26
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
30
ALTERNATIVE VERSIONS
VISUAL STANDARDS GUIDE // TWA
SIGNATURE / HORIZONTAL
CHAPTER 02 // VISUAL STANDARDS
SIGNATURE / VERTICAL
SYMBOL / VERTICAL
31
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
34
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
35
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
36
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
40
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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42
VISUAL STANDARDS GUIDE // TWA
CHAPTER 02 // VISUAL STANDARDS
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VISUAL STANDARDS GUIDE // TWA
CHAPTER 02 // VISUAL STANDARDS
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46
VISUAL STRATEGY GUIDE // TWA
CHAPTER 03 // BRAND EXPANSION
47
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
49
VISUAL STRATEGY GUIDE // TWA
50
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
52
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
53
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
55
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
56
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