AIG Visual Development Guide _ Student project by Eugene Gushchin

AIG Visual Development Guide

by Eugene Gushchin Student project for Nature of Identity class Academy of Art University, 2017

AIG Visual Development Guide

by Eugene Gushchin Student project for Nature of Identity class Academy of Art University, 2017

AIG _ Visual Development Guide

Table of Content

TABLE OF CONTENT

1

2

Brand research

Logo design

6-7

Logo History

18-19 Keywords

8-9

Logo Evolution

20-23 Symbols

10-15

Logo Research

24-27 Graphic mark

28-29 Wordmark

30-31 Selection 32-35 Final Mark 36-37 Mark Variation

BRAND RESEARCH

Brand research section presents the company position among competitors and lays the grounds for the development of the future identity.

Brand research 6-7

Logo History

8-9

Logo Evolution

10-15

Logo Research

page _10

AIG _ Visual Development Guide

AMERICAN INTERNATIONAL GROUP

page _11

1. Brand research _ Logo History

LOGO HISTORY American International Group, Inc. (AIG) is a holding company for a network of subsidiaries primarily engaged in insurance and insurance-related activities, including property, casualty, life, financial services, retirement savings products, asset management, and aircraft leasing.

AIG operates in more than 130 countries and jurisdictions, and its combined revenues make it the largest U.S.-based international insurance organization and one of the largest insurance Public Company Incorporated: 1967 Employees: 81,000 Total Assets: $492.98 billion (2001) Stock Exchanges: New York London Tokyo Paris Swiss Ticker Symbol: AIG

page _12

AIG _ Visual Development Guide

1973

1980’s

page _13

1. Brand research _ Logo Evolution

2012 AIG Employee Contest AIG holds a company wide contest to design the first logo for American International Group, Inc. Open to all employees around the world, Filemon G. “Sam� Samiley in the Philippines office, creates the winning concept.

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AIG _ Visual Development Guide

VISUALLY SIMILAR LOGOS

Associaçào dos Usineiros de Estado de Sào Paulo Rafael Rodrigues

Atlas Corporation Paul Rand

Autobianchi Ilio Negri.

page _15

1. Brand research _ Logo Research

Letters A & G Selection of logotypes based on the triangular shapes, including letters and graphic marks.

Globex Design Pierre-Yves Pelletier, Yvon Laroche

Covernement of Antwerp Paul Ibou

Graphik Art Yvon Laroche

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AIG _ Visual Development Guide

VISUALLY SIMILAR LOGOS

Gomes de Almeida Fernandes Cleuton Sampaio, Paulo de Tarso Mello.

Prefna np Frantisek Bobรกn

Weyerhauser Lippincott

page _17

1. Brand research _ Logo Research

Triangle shapes Selection of logotypes based on the triangular shapes, including letters and graphic marks.

Delta Airlines Lippincott

Paul Forrer AG Ernst Hiestand + Partners

Alpha Pack LLC Erica Westerfield

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AIG _ Visual Development Guide

VISUALLY SIMILAR LOGOS Finance logos Selection of logotypes based on the triangular shapes, including letters and graphic marks.

HSBC — Hongkong and Shanghai Banking Corporation Henry Steiner

Banco Itaú América Aloísio Magalhàes

page _19

1. Brand research _ Logo Research

Economic and Investment Fridolin MĂźller

AIG // Visual Strategy Guide

IDENTITY DEVELOPMENT

AIG reached to the point when we operate globally in almost every geographical location. We serve communities in Africa, Americas, Australia, Europe and Asia.

In this chapter, we are developing a new identity system that can carry out our legacy, while manifesting our future focus.

Logo Design 18-19 Keywords 20-23 Symbols 24-27 Graphic mark 28-29 Wordmark 30-31 Selection 32-35 Final Mark 36-37 Mark Variation

page _22

AIG _ Visual Development Guide

1

2

3

UPS & DOWNS

ELIMINATE

DOERS

We got you covered

Eliminate risks altogether

Whatever you do

Regardless of what’s happening around, we have the appropriate product/service to make sure you are covered.

There are types of events that can not be compensated by the mere money, tailoring to those customers with unique/specialty risks, we try to manage those risk the way claims never happen.

Our customers are a diverse crowd, we know and appreciate that. In fact, we thrive because of you, so whatever is it you are doing in life, you can make sure we got your back. Sometimes it means walking in the gray zone, and that’s ok!

page _23

2. Logo design _ Keywords

KEYWORDS AND KEYPHRASES By eliminating the risk altogether, we got you covered whatever it is that you do.

page _24

AIG _ Visual Development Guide

1

2

Fear contained

Superiority

page _25

2. Logo design _ Symbols

SYMBOLS In this selection of sketches, I’m exploring all the possible visual connotations with the keywords in the form of shapes and symbols. Interpreting the design keywords gives me the range of emotions and ideas behind them. For example, “Ups & Downs” means we got you covered, regardless of the circumstances, so you are fearless and powerful.

3

4

5

Power

Eye

Japaneese inspired

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AIG _ Visual Development Guide

6

7

Duality

Strong shapes

page _27

2. Logo design _ Symbols

SYMBOLS Risks are an inevitable part of life so that risk-management can be interpreted in connection with the cycle of life and duality. Watching out for yourself and surrounding is a bit part of risk elimination, hence the “eye� shapes.

8

9

10

Cycle of life

Eye interpretations

Stock market

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AIG _ Visual Development Guide

1

2

Eye interpretations

Letters AIG

page _29

2. Logo design _ Graphic Mark

GRAPHIC MARK In this selection of sketches, I’m exploring the possible visual connotations in the form of a graphic mark, which assumes somewhat altered letterforms and letterform-based shapes. Some of the interpretations stay the same as for symbols; some new occurs in the process.

3

4

5

Individuality

Triangular

Stock market

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AIG _ Visual Development Guide

Ups & Downs

page _31

2. Logo design _ Graphic Mark

GRAPHIC MARK Sometimes the most straightforward idea turns out to be the best.

The graphical interpretation of the literally ups&downs was incorporated into the letterforms.

Buildings / structures

Horizontality

Monograms

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AIG _ Visual Development Guide

1

2

3

In circles

I replacement

Blocky letterforms

page _33

2. Logo design _ Wordmark

WORDMARK

4

5

6

Ups & Downs

Eye

Monogram / Anagramm

page _34

AIG _ Visual Development Guide

1 Ups & Downs + Eye

page _35

2. Logo design _ Selection

“EYE” EXPLORATIONS

page _36

AIG _ Visual Development Guide

SELECTED MARK

page _37

2. Logo design _ Final mark

page _38

AIG _ Visual Development Guide

1/2x

1/2x

2x

2x

x

2x

page _39

2. Logo design _ Final mark

FINAL DESIGN NEW AIG IDENTITY IS AN ACRONYM OF THE NAME WHICH IS VISUALLY INTERPRETED AS TWO ARROWS POINTING IN DIFFERENT DIRECTIONS. The new AIG logomark visually showcases the versatality of the brand and symbolizes the ide that we cover you no matter what, if the things are going up or down.

Letterform Idea

Pointing arrows

We gained a lot of experience in understanding the nature of risks in unique and complex cases that they can now expand into preventive risk management.

Risk prevention services for unique and specialty risks.

Logo dynamics Whatever it’s that you are doing, we’ve got you covered.

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AIG _ Visual Development Guide

page _41

2. Logo design _ Mark Variation

page _42

AIG _ Visual Development Guide

page _43

AIG _ Visual Development Guide

SOURCES Chapter 1 _ Brand Research • AIG Logotype evolution http://logos.wikia.com/wiki/AIG#1987.E2.80.932912 • Visually similar logos: http://www.logobook.com Chapter 2 _ Identity Development • Opening photo: https://themighty.com/wp-content/uploads/2017/06/ ThinkstockPhotos-504110530-1280x427.jpg?v=1498168310

Colophon

All content for AIG Visual Strategy Guide was collected or created and designed by Eugene Gushchin: www.egushchin.com egushchin@me.com Art direction Hunter Lewis Wimmer, Academy of Art University Copyright Š 2017 Eugene Gushchin The images and copy of this book are used in accordance with the Creative Common License. This book is a noncommercial student project and thus considered a derivative work under the Fair Clause of U.S. Copyright Law.

AIG _ Visual Development Guide

OUR NEW IDENTITY IS THE MANIFESTATION OF THE PATH WE ARE PAVING. THE PATH TO A BETTER SELF — AN INCLUSIVE COMPANY THAT TAKES CARE OF THE PROBLEMS WHEREVER AND WHATEVER THEY ARE.